A new study from the University of Bristol and the University of Oxford reports that World Cup viewers were exposed to ads for unhealthy food, alcohol, and gambling every seven seconds.

A study analyzing the 2026 FIFA World Cup found that over 93,000 advertisements for products potentially harmful to human health were broadcast during the tournament. Researchers from the University of Bristol and the University of Oxford determined that these ads appeared for 39.3 hours of live play, accounting for nearly a quarter of the total broadcast time. The analysis focused on advertisements integrated into live coverage, such as stadium billboards, which viewers could not avoid.

Breakdown of Advertising Categories

Unhealthy food and drink brands were the most prevalent, appearing 65,722 times for a total of 28.1 hours. Prediction markets followed with 9,360 logos, while alcohol brands appeared 9,266 times and gambling brands appeared 6,429 times. On average, viewers were exposed to nine logos for brands linked to health or financial harm for every minute of live play.

Methodology and Scope

Researchers analyzed 172.6 hours of live coverage across 104 matches using the Isambard-AI supercomputer at the University of Bristol. While the study did not track global reach, an analysis of 53 UK broadcasts estimated that these advertisements generated 267 billion impressions. Co-authors Raffaello Rossi and Elisa Becker noted that the findings are concerning given the established links between such marketing and increased consumption of products that drive noncommunicable diseases.