ITV could broadcast split-screen advertisements during this summer's World Cup matches, a move that virtually guarantees provoking anger among football supporters.
High temperatures across the United States have prompted FIFA to introduce mandatory water breaks midway through each half, with the governing body granting broadcasters permission to run commercial content during these pauses, according to the Athletic.
Traditionally, adverts during major football tournaments have been restricted to pre-match slots, half-time intervals and post-match periods.
The broadcaster has yet to confirm whether it intends to utilise this advertising opportunity during the tournament, which will be hosted by the US, Canada and Mexico.
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The three-minute drinks breaks were introduced at last year's Club World Cup due to extreme heat.
FIFA has established specific regulations governing how broadcasters may use these commercial opportunities.
Channels must delay any advertising for a minimum of 20 seconds following the referee's whistle to halt play, and coverage must resume at least 30 seconds prior to the match restarting.
ITV could broadcast split-screen advertisements during this summer's World Cup matches, a move that virtually guarantees provoking anger among football supporters
|GETTY
A further restriction limits split-screen advertisements exclusively to official FIFA sponsors, though full-screen commercials shown at other times face no such limitation on which companies may advertise.
Broadcasters are not obligated to show adverts during these intervals and retain the option to switch to studio analysis, hand audio duties to pundits, or simply maintain the standard match feed as has been customary in previous tournaments.
This approach to mid-match advertising has already generated significant controversy during ITV's Six Nations rugby coverage, where split-screen commercials during pauses in play drew fierce criticism from viewers, meaning a repeat is virtually guaranteed if they opt to copy that strategy.
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Winners of the last five World Cup finals | PARugby supporters voiced their frustration on X, with one writing: "ITV trying to make the Six Nations feel like the NFL. Ruining sport to hit their targets. Won't be buying a SamsungUK anytime soon."
Another fan questioned: "Any danger of a game of rugby breaking out in between these adverts?"
A third viewer complained: "Why are broadcasters so keen to disrupt the sporting events they're screening?
"First they started interrupting football matches with interviews mid-match, now rugby matches are being drowned out by adverts during scrums. Absolutely no-one watching wants this."
ITV have shown breaks during the Six Nations
|PA
Roger Mosey, former head of BBC TV news and ex-director of BBC Sport, offered a nuanced perspective on the situation, stating: "I don't blame ITV for this. They deserve credit for keeping rugby free to air."
However, he argued that those controlling broadcasting rights should prioritise the viewer experience, adding: "But I do believe rights holders should want the public to see sport live and uninterrupted.
"The Six Nations allowing in-game ad breaks is a daft idea, and it's about money not the audience."
The split-screen format allows viewers to continue watching the action, but the immersive quality of the broadcast is diminished when audio shifts to the commercial portion of the screen.