A University of Bristol and Oxford study analyzed 104 FIFA World Cup 26 matches, finding harmful product advertising appeared in every match with 9 ads per minute visible during live play. Unhealthy food and drink brands dominated at 70.4% of all branding, with nearly 6 billion global viewers exposed to 267 billion advertising impressions in the UK alone. FIFA distributed footage with embedded advertising to countries where some promoted products like gambling and alcohol are restricted or illegal.