Football fans were shown a "constant bombardment" of advertisements promoting junk nutrient and drinks during matches astatine the 2026 Fifa World Cup, according to a caller study.
Researchers astatine the University of Bristol and University of Oxford created an AI instrumentality to analyse ads which were disposable to tv viewers during unrecorded play successful the tournament's 104 matches, mostly displayed connected pitchside advertizing boards and astir stadiums successful the USA, Canada, and Mexico.
They recovered that logos and products for brands that nutrient junk nutrient and drinks - defined by the UK authorities arsenic being precocious successful fat, brackish oregon sweetener - were displayed 65,722 times successful total.
And the survey besides recovered that those adverts were disposable for 28.1 hours' clip crossed the tournament, oregon conscionable implicit 16% of the full clip that matches were being played.
The ads were each shown connected the planetary provender of matches during play - meaning they were disposable to each spectator successful each state broadcasting matches - and bash not see ads shown during pre-match coverage, half-time commercialized breaks, oregon the controversial in-match hydration breaks.
The exemplary utilized by the researchers estimated that determination were an mean of 576 disposable ads for junk nutrient and portion shown during each idiosyncratic match.
Coca-Cola had the highest fig (21,893), followed by McDonald's (13,915), Powerade (12,777), and Lay's - the crisps shaper known arsenic Walkers successful the UK - (12,087).
All 4 brands are authoritative partners of satellite shot governing assemblage Fifa, with the Powerade vigor portion owned by the Coca-Cola company.
In effect to the findings, Fifa argued that the immense bulk of its gross is enactment backmost into football, including connected projects promoting wellness and wellbeing successful which thousands of radical participate.
A Fifa spokesperson said: "Fifa works with a broad, planetary portfolio of partners, each of which are taxable to its governance and compliance frameworks.
"Fifa's societal interaction campaigns, including Be Active, delivered messages of unity, inclusion, wellness and relationship to audiences connected an unprecedented standard passim the World Cup".
BBC Sport besides contacted Coca Cola, McDonald's and PepsiCo - which owns Lay's - but did not person a reply.
English (US)·