布里斯托大学与牛津大学的研究团队对2026年FIFA世界杯的广告投放进行了深入分析。1该研究涵盖了104场比赛共172.6小时的直播内容，这场赛事吸引了全球约60亿观众。1
研究发现，有害产品广告平均每分钟播放9条，占直播总时长的39.3%（约23.6小时）。1其中不健康食品和饮料品牌占所有品牌的70.4%。1赌博和预测市场广告出现了16000多次。1
排名前四的品牌——包括一个软饮料品牌、快餐连锁、运动饮料和薯片品牌——占据了全部有害广告的65%。1在英国单一市场，有害产品广告产生了2670亿次曝光。1
研究指出，一个被广泛宣传的赌博品牌虽然仅在约20个国家获得执照，但其广告却在超过220个地区的世界杯转播中出现。1这反映出FIFA未能利用现有的虚拟广告替换等技术来适应各国不同的广告法规，导致非法或无执照产品广告在多个国家被播放。1相比之下，UEFA欧洲杯2024已经采用了虚拟广告替换技术。1这些发现引发了对儿童健康和全球公共卫生的广泛担忧。1
Researchers from the University of Bristol and University of Oxford have identified a concerning pattern of advertising during the 2026 FIFA World Cup, with an average of 9 harmful product advertisements broadcast every minute 1. The study analyzed 172.6 hours of live coverage across 104 matches and found that advertisements for harmful products occupied 39.3% of total broadcasting time, approximately 23.6 hours 1. The World Cup reached approximately 6 billion viewers globally 1.
Unhealthy food and beverage brands dominated the advertising landscape, accounting for 70.4% of all featured brands 1. Gambling and prediction market advertisements appeared more than 16,000 times throughout the tournament 1. The top four brands—consisting of a soft drink manufacturer, a fast food chain, a sports beverage company, and a snack brand—were responsible for 65% of all harmful product advertisements 1. In the United Kingdom alone, harmful product advertisements generated 270 billion exposures 1.
The research highlights a significant regulatory gap in FIFA's approach to advertising compliance. While the UEFA European Championships in 2024 employed virtual advertising replacement technology to adapt to different regional regulations, FIFA World Cup 2026 did not adopt such measures 1. One widely promoted gambling brand holds licenses in only approximately 20 countries, yet the World Cup broadcast reached more than 220 territories 1. The study concludes that FIFA failed to utilize existing technology to comply with varying advertising regulations across different countries, allowing unlicensed or illegal product advertisements to air in multiple nations 1.
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