Overview
- ITV, which confirmed the move Wednesday, will not run split‑screen adverts during World Cup matches it broadcasts this summer.
- FIFA now allows ads during a single three‑minute hydration break in each half, but it bars spots in the first 20 seconds of the pause and requires coverage to return 30 seconds before play restarts.
- Only FIFA’s commercial partners and tournament sponsors can appear in those breaks, limiting which brands ITV could show during the in‑game window.
- Ofcom rules cap total ad minutes on UK channels, so any in‑game ads would force ITV to cut traditional commercial breaks elsewhere in the match coverage.
- ITV’s Six Nations trial drew heavy viewer backlash earlier this year, and with the World Cup starting June 11 across the United States, Canada and Mexico, other rights‑holders may still test the FIFA‑permitted slots, creating different viewing experiences across broadcasters.