Fifa World Cup Marred by Over 65,000 Junk Food Ads

Researchers at the University of Bristol and Oxford have analyzed the advertising displayed during matches in the 2026 Fifa World Cup, revealing a 'constant bombardment' of junk food ads.

The study used an AI tool to count over 65,000 advertisements for junk food and drinks on international broadcasts of the tournament's 104 matches. Coca-Cola led with 21,893 ads, followed by McDonald's (13,915), Powerade (12,777), and Lay's (12,087).

The study found that these ads were visible for nearly 28 hours across the tournament, or around 16% of total match time.

Fifa responded to the findings, stating that most revenue is invested in football projects, including health initiatives. However, critics argue that the presence of junk food advertising at a major sporting event undermines efforts to promote healthy lifestyles.