2026 World Cup Ads Promote Unhealthy Meals

A study revealed the presence of intense advertising for fast food and unhealthy beverages during the 2026 World Cup. Over 65,000 advertisements for brands promoting foods high in fats, salt, or sugar were displayed on stadium billboards across 104 matches, with these ads appearing for more than 28 hours—accounting for over 16% of the total match time. The findings showed that the repetition of unhealthy food advertisements exceeds that of cryptocurrency ads by about 25 times, strengthening the association of these products with sports environments and leading to increased consumption, especially among children. The study notes that current regulations on advertising unhealthy foods do not cover billboard ads during international matches, opening a debate about potential restrictions. Experts have described this gap as a "legal loophole" that calls for international cooperation to address its impact on public health.

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