World Cup Fans Exposed to Over 65,000 Junk Food Ads
A study analyzing advertisements shown during matches at the 2026 FIFA World Cup found that fans were subjected to a 'constant bombardment' of junk food and drink promotions.
Researchers from the University of Bristol and University of Oxford created an AI tool to analyze ads displayed on pitchside boards and around stadiums in the USA, Canada, and Mexico during the 104 matches.
The study found that logos and products from brands defined as high in fat, salt, or sugar were shown 65,722 times in total, with Coca-Cola leading the way at 21,893 displays. Other top junk food advertisers included McDonald's (13,915), Powerade (12,777), and Lay's (12,087).
FIFA argued that most of its revenue is reinvested in football projects promoting health and well-being, but critics point out that this does not excuse the saturation of junk food advertising during the tournament.