2026 World Cup: Junk Food Ads Appeared Over 65,000 Times During Matches — Report

Football fans were exposed to more than 65,000 advertisements for junk food and drinks during the 2026 FIFA World Cup, according to a new study by researchers from the universities of Bristol and Oxford.

The researchers used an artificial intelligence tool to analyse advertisements visible to television viewers during live play across all 104 matches of the tournament, hosted by the United States, Canada and Mexico.

The study identified 65,722 appearances of logos and products from brands classified under UK government criteria as high in fat, salt or sugar.

The advertisements were visible for 28.1 hours during matches, representing just over 16 per cent of total playing time.

Researchers estimated that an average of 576 junk food and drink advertisements appeared during each match.

Coca-Cola recorded the highest number of appearances with 21,893, followed by McDonald’s with 13,915. Powerade had 12,777 appearances, while Lay’s recorded 12,087.

All four brands are official FIFA partners, while Powerade is owned by Coca-Cola.

The advertisements appeared on the international broadcast feed during live play and were visible to viewers worldwide.

However, the research did not include advertisements shown during pre-match programmes, half-time breaks or hydration breaks.

The study also compared junk food advertising with other forms of potentially harmful advertising.

It found that junk food and drink logos appeared about seven times more often than alcohol and prediction-market brands, 10 times more often than gambling brands and almost 25 times more often than cryptocurrency brands.

Researchers said repeated association with football, excitement and national identity could increase familiarity with the products and normalise consumption.

Greg Fell, president of the Association of Directors of Public Health, described the situation as a loophole in existing advertising restrictions.

In the United Kingdom, restrictions introduced in October 2025 prohibit television advertising for certain less-healthy foods before 9pm. However, the rules do not cover international pitchside advertising displayed during sporting events.

FIFA defended its approach, saying its global partners are subject to governance and compliance frameworks. The organisation also pointed to social-impact campaigns promoting health, inclusion, friendship and unity during the tournament.

The researchers called for stronger action on unhealthy food advertising at major sporting events globally.