ITV has decided not to use the controversial feature at this summer’s World Cup after facing huge backlash when it was rolled out for the Six Nations.
ITV has decided to scrap in-game advertising for the World Cup
ITV has ruled out using split-screen advertising during the 2026 World Cup following a backlash over in-game advertising shown during the Six Nations. In December, FIFA confirmed there would be one three-minute break between each half, giving broadcasters the opportunity for the first time to run advertising during a pause in a match.
Previously, advertising was only allowed during halftime. All 104 games during the tournament will include a three-minute drink break between each half.
FIFA has told broadcasters that a pause cannot begin less than 20 seconds after the referee stops play, and coverage must return to the match feed at least 30 seconds before play resumes. However, according to the Daily Mail, ITV will not take up this option.
The broadcaster, which is monitored by Ofcom, is said to be limited by the total amount of advertising it is allowed to display, and split-screen advertising means it will be forced to cut back on traditional commercial time. FIFA is also limiting the break to its own commercial partners and tournament sponsors.
Join us on Facebook! For the latest news, analysis and more on our Mirror Football Facebook page
read more: FIFA ‘pressures’ Donald Trump to grant exception as huge World Cup problems revealedread more: FIFA forced to break its own rules ahead of 2026 World Cup due to issues causing ‘sleepless nights’
British broadcasters have traditionally shown live sports without interruption, cutting advertising only at halftime or between matches. Things changed with the introduction of split-screen advertising during the Six Nations era.
This move was not welcomed by rugby fans at the time. At the time, one viewer wrote: “I’m watching rugby on ITV and what is this split screen ad about? It’s so frustrating. Please leave it alone until half time.”
Another added: “Shockingly the screen split for an ad during a rugby match!” A third said: “I hate how this ad splits screen during rugby.”
The World Cup is scheduled to be held in the United States, Canada, and Mexico this summer (Image: Getty Images)
The World Cup was held in June in the United States, Canada and Mexico, with less than three months until the opening match on Thursday, June 11th. Matches will be held in 16 stadiums across the three host countries (11 in the United States, three in Mexico and two in Canada).
ITV, along with the BBC, will be responsible for showing England’s matches during the tournament.
Join our new WhatsApp community and receive Mirror Football content every day. Community members also receive special offers, promotions, and advertisements from us and our partners. If you don’t like our community, you can always check out. If you are interested, please read our privacy notice.
