Abstract
Who owns half-time? What are we being sold during the 2026 FIFA World Cup? Over-the-counter medicines, dietary supplements and medical devices in television advertising in Poland
Department of Social Medicine and Public Health, Medical University of Warsaw, Warsaw, Poland
Students’ Scientific Circle of Hygiene and Prevention, Department of Social Medicine and Public Health, Medical University of Warsaw, Warsaw, Poland
Military Institute of Medicine – National Research Institute, Warsaw, Poland
Bielański Hospital, Warsaw, Poland
Międzyleski Specialist Hospital in Warsaw, Warsaw, Poland
Praski Hospital, Warsaw, Poland
Department of Health Promotion and Public Health System Implementation, National Institute of Public Health NIH-National Research Institute, Warsaw, Poland
Family Medicine & Primary Care Review 2026; 28(3): 277–286
Background
Advertising during major sporting event broadcasts presents a significant public health concern; however, existing research has primarily addressed tobacco, alcohol, and unhealthy food products. Television audiences are also exposed to marketing for over-the-counter medicines (OTC), dietary supplements (DS), and medical devices (MD), which may influence health beliefs and self-medication.
Objectives
This study aimed to quantify and characterize television advertising for OTC/DS/MD during half-time breaks of FIFA World Cup 2026 broadcasts in Poland.
Material and methods
In this cross-sectional study, half-time advertising blocks from all 104 matches of the 2026 FIFA World Cup broadcast on Polish television were analyzed, recording the number and category of advertisements, with OTC classified using the WHO ATC system and DS and MD grouped by advertised health purpose.
Results
OTC/DS/MD advertisements appeared in 90 of 104 half-time advertising blocks (86.5%), representing 356 of 2,452 total advertisements (14.5%). The majority of these promoted OTC (76.7%), followed by DS (20.5%), and MD (2.8%). OTC advertising primarily featured genito-urinary and sex hormone products (31.1%), predominantly sildenafil for erectile dysfunction, and musculoskeletal system products (25.3%), mainly NSAIDs. DS advertisements most frequently targeted collagen, skin, and beauty (20.5%) and irritable bowel syndrome support (16.4%). OTC/DS/MD advertising was substantially more frequent during Night Time broadcasts than during Prime Time or Daytime.
Conclusions
OTC/SD/MD advertisements formed a significant part of the commercial environment during FIFA World Cup 2026 broadcasts in Poland, particularly during nighttime hours. Our results indicate that major sporting events may offer an opportunity for evidence-based public health messaging, patient education, and advancing health literacy.
Keywords
nonprescription drugs, public health, health literacy, dietary supplements, advertising, patient education as topic
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