FIFA has scored an “own goal” by agreeing sponsorship deals for the 2010 World Cup with companies that sell unhealthy products,  campaigners say.

The World Cancer Research Fund criticised the governing body for partnering with the likes of Coca Cola, McDonald’s and Budweiser.

It said the tournament should be an opportunity to promote active lifestyles.

Advertisers denied the deals would negatively impact children’s diets.

The three companies are partners or official sponsors for the World Cup giving them a visible presence inside the stadiums on advertising hoardings and digital displays.

And the charity believes that with matches being watched by billions of people in more than 200 countries people across the world will be influenced.

Teresa Nightingale, the charity’s general manager, said: “There is no doubt that when it comes to the fight against childhood obesity, football can be a force for good because it is a type of physical activity that is accessible to almost everyone.

“I am sure many children will be inspired by the skills of the likes of Rooney and Messi and try to repeat them in their back gardens and local parks in the same way as their parents and grandparents once tried to emulate Maradona and Pelé.”

But she added: “It is disappointing that these companies have been chosen as sponsors and partners.

“The FIFA website describes sponsorship as an opportunity to promote brands on a global basis and we would argue that it is a real own goal to be giving this opportunity to companies that are known for unhealthy products.”

Lead by example

She said it was important to be realistic and accept that the existing sponsorship agreements were now in place. But she said it would be a great boost for public health around the world if FIFA could show real leadership on this issue by announcing that it would not consider companies that promote unhealthy products as sponsors or partners in future.

She said that the charity was raising its concerns to make parents aware of the effect of this type of marketing and urged them to stock up on healthy foods, such as fruit and vegetables.

Ian Barber, director of communications at the Advertising Association, said: “When the Government’s research suggests that, at most, advertising has a marginal impact on a child’s overall diet, these comments risk everyone taking their eye off the ball.

“Without sponsorship, we would have fewer events like the World Cup to inspire young people, not to mention the scores of advertising-funded programmes which aim to keep kids active and healthy.

“If we are serious about improving child health, we need to find more ways to help kids choose the right lifestyle and less time on well-meaning but often poorly evidenced and mis-directed rhetoric.”

FIFA said it ran projects using the popularity of football to highlight and tackle urgent global health issues.

The rate of men dying from the deadliest form of skin cancer has doubled over the past three decades.

Figures from Cancer Research UK show a steep increase in deaths from malignant melanoma, especially in elderly men. In the late 1970s fewer than 400 (1.5 per 100,000) men died from melanoma but that figure has now risen to over 1,100 (3.1 per 100,000). Yet the cancer is preventable if people avoid sunburn and deal with ‘worrying’ moles early, the charity said. The death rates for women have also risen, from 1.5 to 2.2 per 100,000.

The figures also reveal that although more women are diagnosed in the first place, more men die from the disease.

In men aged over 65 deaths have risen from 4.5 per 100,000 to 15.2 per 100,000 over the past 30 years.

Caroline Cerny, from Cancer Research UK, said men needed to learn to look after their skin.

“Too often men leave it up to their partners or mothers to remind them to use sunscreen or cover up with a shirt and hat, and even to visit the doctor about a worrying mole,” she said.

Be vigilant

The figures suggest men are either not aware of skin cancer symptoms or are ignoring them and putting off going to see their GP, she added.

“It’s crucial that people go to their doctor as soon as they notice any unusual changes to their skin or moles – the earlier the cancer is diagnosed the easier it will be to treat.”

Care services minister Paul Burstow said that the figures were worrying and everyone needed to be vigilant.

“Seeing many people with sunburn from the recent sunny weather is a reminder of how easy it is to damage your skin,” he said.

Dermatologist Dr Jonathan Bowling, from the Radcliffe Hospitals Trust and the private Cadogan clinic, said it was vital that anyone with any concerns about their moles seek help from a qualified dermatologist.

“If you are worried about a mole, go to a GP,” he said.

“Either he can refer you, or if you are still worried you can ask to see a dermatologist.”

The Scottish study of more than 11,000 adults backs previous research linking gum disease with heart problems.

The researchers said more work is needed to confirm if poor oral health directly causes heart disease or is a marker of risk.

A charity added that oral hygiene was just one factor in good heart health.

It is known that inflammation in the body, including in the mouth and gums, has an important role in the build up of clogged arteries, which can lead to a heart attack.

But this is the first time that researchers have looked at whether the frequency of teeth brushing has any bearing on the risk of developing heart disease.

Data, published in the British Medical Journal was collected on lifestyle behaviours, such as smoking, physical activity and oral health routines.

Participants were also asked how often they visited the dentist and how often they brushed their teeth.

Then nurses collected information on medical history and family history of heart disease, took blood pressure and blood samples.

Overall, six out of 10 people said they visited the dentist every six months and seven out 10 reported brushing their teeth twice a day.

Over the eight-year study there were 555 “cardiovascular events” such as heart attacks, 170 of which were fatal.

Taking into account factors that affect heart disease risk, such as social class, obesity, smoking and family history, the researchers found those with the worst oral hygiene had a 70% increased chance of developing the condition compared with those who brush their teeth twice a day.

Those with poor oral hygiene also tested positive in blood samples for proteins which are suggestive of inflammation.

Cause and effect

Study leader Professor Richard Watt, from University College London, said future studies will be needed to confirm whether the link between oral health behaviour and cardiovascular disease “is in fact causal or merely a risk marker”.

Judy O’Sullivan, senior cardiac nurse at British Heart Foundation, said: “If you don’t brush your teeth, your mouth can become infected with bacteria which can cause inflammation.

“However, it is complicated by the fact that poor oral hygiene is often associated with other well known risk factors for heart disease, such as smoking and poor diet.”

She added: “Good personal hygiene is a basic element of a healthy lifestyle.

“But if you want to help your heart, you should eat a balanced diet, avoid smoking and take part in regular physical activity.”

Professor Damien Walmsley, scientific adviser to the British Dental Association, added it was still unclear whether there was a definite cause and effect between oral hygiene and heart disease.

“Whatever the true position is, we can say with certainty that if people brush teeth twice a day with fluoride toothpaste, visit the dentist regularly and restrict sugary snacks to mealtimes; that this will go a long way towards keeping the teeth and gums in a healthy state for life.”