A report found that World Cup fans were shown almost 65,000 junk‑food adverts throughout the tournament. The finding raises health concerns and questions about brand influence on spectators.
When and where were the ads recorded? According to a report by an international health body, more than 65,000 junk‑food impressions were logged during the 2026 World Cup matches across the host nations.
What do the ads promote? The majority showcase fast‑food meals, sugary drinks, and high‑calorie snacks, appearing on stadium screens, digital billboards inside venues, and even on the official tournament app.
Impact on spectators
Research shows repeated exposure to unhealthy food advertising boosts purchase intent, especially among younger audiences. With a global viewership exceeding three billion, the reach of these ads is massive.
- Soft‑drink consumption rose 12% during the tournament period.
- Fast‑food sales increased 8% compared with the previous season.
- Health experts warn of heightened obesity and cardiovascular risks among fans.
What are the reactions? Consumer groups and health organisations have condemned the ads, calling for stricter regulation of food marketing in major sporting events. Sponsors, however, argue that their campaigns comply with local laws and target adult consumers.
How can the risks be mitigated? Experts suggest limiting the number of food‑related ads during events, adding nutritional awareness messages, and expanding healthy‑food options inside stadiums.
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