BBC viewers reacted angrily over the weekend after a TV licence reminder appeared on screen during live World Cup coverage, with some fans accusing the broadcaster of interrupting the action to promote licence fee renewals.
The message was displayed during coverage of Brazil's World Cup clash with Morocco as players returned to the pitch for the second half.
A QR code appeared in the corner of the screen alongside a prompt encouraging viewers to purchase or renew a TV Licence.
Commentator Guy Mowbray also referenced the message during the broadcast.
As play was about to resume, he told viewers: "A handy reminder that to enjoy the World Cup, you need a TV Licence."
He added: "If yours needs renewing, you can scan the code that's on your screen now to do so."
The on-screen prompt quickly became a talking point on social media, where some viewers questioned the timing of the message during one of the biggest sporting events of the year.
Several fans criticised the decision, with some suggesting the broadcaster should have focused entirely on the football.
BBC viewers reacted angrily over the weekend after a TV licence reminder appeared on screen during live World Cup coverage, with some fans accusing the broadcaster of interrupting the action to promote licence fee renewals
|BBC
The QR code for the TV license was visible prior to the start of the second half between Morocco and Brazil
|BBC
One viewer wrote: "The BBC really have scraped the barrel with this World Cup coverage."
Another posted: "Providing an on-screen QR code to buy a TV Licence during a match is a strange decision."
A third added: "Absolutely shocking timing."
Others used the incident to reignite wider debate surrounding the licence fee and the BBC's current approach to sports broadcasting.
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Every team to have won the World Cup | GETTY/GB NEWSThe criticism comes at a time when the corporation is already facing scrutiny over its World Cup coverage arrangements.
Unlike previous tournaments, the BBC has chosen not to base its main presentation team in North America for the group stages, instead operating primarily from its studios in Salford.
The move forms part of wider cost-saving measures as the broadcaster seeks to manage budgets ahead of the next Royal Charter period.
BBC presenters and pundits are using advanced studio technology, including a large LED backdrop designed to replicate views from host cities across the United States, Canada and Mexico.
The setup allows coverage to appear as though it is being broadcast from tournament venues despite production teams remaining in the UK.
Former BBC presenter Gary Lineker recently questioned the decision.
"I am very surprised the Beeb are not coming," he said.
"It doesn't make sense to me."
Gary Lineker has criticised the BBC's decision to broadcast from Salford, rather than North America
| PAThe former England striker also described remote tournament coverage as feeling "soulless", comparing it to presenting from a "green box" rather than being at the heart of the event.
Lineker has since launched his own World Cup coverage through The Rest Is Football podcast and is spending the tournament in New York.
Meanwhile, ITV has established a broadcasting base in Brooklyn, offering live views of the Manhattan skyline throughout the competition.
Scotland and England are both involved in this summer's showpiece event. Steve Clarke's men beat Haiti 1-0 in their opening match, while the Three Lions will face Croatia in their first game on Wednesday night.