Population exposure to alcohol and junk food advertising during the 2018 FIFA world cup: implications for public health

Alfayad, K., Murray, R.L., Britton, J. and Barker, A.B. ORCID: 0000-0003-4568-5114, 2022. Population exposure to alcohol and junk food advertising during the 2018 FIFA world cup: implications for public health. BMC Public Health, 22: 908. ISSN 1471-2458

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Background: Advertising alcoholic drinks and food high in fat, sugar, and salt (HFSS) is a driver of alcohol use and HFSS consumption, among children and young people. Whilst advertising legislation and broadcasting regulation protect children from alcohol and HFSS imagery, the 2018 FIFA World Cup, which attracted a global audience, was sponsored and partnered by alcohol and HFSS brands. This study investigated the exposure of viewers to HFSS and alcohol imagery in a selection of group matches, and the final match, of the FIFA 2018 World Cup.

Methods: The frequency and duration of appearances (to the nearest second) of branding from two sponsors (McDonald’s and Budweiser), one official partner (Coca-Cola) and the official sports drink (Powerade) were recorded during all active play in live coverage of a sample of 13 matches (Six in Group A, which included the host nation, Russia, which has stringent alcohol promotion regulations in place; six in Group G, which featured England; and the final) broadcast in the UK. We used census and viewing data to calculate gross and per capita impressions generated by this imagery in the UK population.

Results: The 13 matches included 1262 min of active play and a total of 1806 appearances of alcohol and HFSS food advertisements, delivering approximately 7.5 billion branded HFSS impressions, including 759 million to children (age < 16 years), and 3.3 billion alcohol impressions, including 385 million to children, in the UK. Appearances of HFSS and alcohol brands were not statistically different between the games in either group.

Conclusion: UK advertising legislation and broadcasting regulations intended to prevent exposure to alcohol and HFSS imagery and advertising in UK television was circumvented completely by sponsorship arrangements in the 2018 FIFA World Cup. Preventing this exposure therefore requires revision of existing advertising and broadcasting controls to include sponsorship.

Item Type: Journal article
Publication Title: BMC Public Health
Creators: Alfayad, K., Murray, R.L., Britton, J. and Barker, A.B.
Publisher: Springer
Date: 2022
Volume: 22
ISSN: 1471-2458
Rights: © the author(s) 2022. This article is licensed under a Creative Commons Attribution 4.0 International License, which permits use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons licence, and indicate if changes were made. The images or other third party material in this article are included in the article's Creative Commons licence, unless indicated otherwise in a credit line to the material. If material is not included in the article's Creative Commons licence and your intended use is not permitted by statutory regulation or exceeds the permitted use, you will need to obtain permission directly from the copyright holder. To view a copy of this licence, visit http://creativecommons.org/licenses/by/4.0/. The Creative Commons Public Domain Dedication waiver (http://creativecommons.org/publicdomain/zero/1.0/) applies to the data made available in this article, unless otherwise stated in a credit line to the data.
Divisions: Schools > School of Social Sciences
Record created by: Jonathan Gallacher
Date Added: 09 May 2022 10:28
Last Modified: 09 May 2022 10:28
URI: https://irep.ntu.ac.uk/id/eprint/46282

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