The BBC has come under fire for a new advert promoting its coverage of the 2022 World Cup in Qatar, with viewers accusing the broadcaster of condoning neglect of family and pets. The television and poster campaign features mock football results such as 'Kids' nativities missed 1 - 2 Wales highlights watched' and 'Visits to nan 0 - 3 England games seen', alongside the slogan 'It's the World Cup, though'.
Critics on social media said the advert appeared to encourage prioritising football over family responsibilities. One Reddit user shared a personal story of regret over not visiting their grandmother, while another said they initially mistook the TV spot for a public service announcement about domestic abuse during sports events. Others argued the campaign trivialised serious issues and promoted homophobia by positively promoting the Qatar tournament.
However, some viewers defended the advert as harmless fun, noting that major sporting events often take precedence over routine activities. One Wales fan pointed out that the country had not qualified for the World Cup in 58 years, making the tournament a rare occasion. Robin Hewings of the Campaign to End Loneliness suggested that a better approach would be to encourage watching football together with older relatives.
A BBC spokesperson responded to the criticism, stating: 'This is a light hearted take on the nation’s obsession with football.' The broadcaster's coverage has been mindful of the controversies surrounding Qatar, though some have accused it of virtue signalling.
