Alcohol marketing was viewed by soccer fans watching the England and Wales group stage matches of Euro 16 almost once a minute during game time, a UK charity says.
French laws ban alcohol brands from sponsoring sporting events and advertising on television, but charity Alcohol Concern says Euro 16 sponsor Carlsberg found a way around the bans.
The charity's director of campaigns Tom Smith says the beer company replaced their brand name on pitch-side digital boards with one of their well-known slogans and used their usual brand font.
Over the five group games played by England and Wales - including the match between them which ended with a 2-1 victory for England - these slogans were seen 392 times, Alcohol Concern says.
Smith said this averaged out to 78.4 views per game, or once every 72 seconds.
"The volume of alcohol marketing in sport, especially in football, which is popular with children and younger people, is enormous," Smith said.
"Alcohol marketing drives consumption, particularly in under-18s and sport should be something which inspires active participation and good health, not more drinking."
Smith said the phased removal of alcohol and tobacco marketing from sport needs to begin.
A Carlsberg spokesman responded by saying the company took great care to make sure the vast majority of viewers of the marketing were above the legal drinking age.
"Our internal and industry codes clearly stipulate that our marketing communication are designed to prevent any primarily underage appeal," the spokesman said.
"Through these codes, we have set very clear and concise standards for what we do and do not accept in our advertising, and we always engage in constructive dialogue with regulatory and self-regulatory bodies to ensure responsible and respectful marketing communication."
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