ITV forced into 2026 World Cup U-turn weeks after massive backlash over in-game adsITV has decided against using the controversial feature for this summer's World Cup after the broadcaster faced a significant backlash when it was rolled out for the Six NationsView 2 Images ITV have decided to ditch the in‑game ads for the World CupITV have ruled out using split‑screen adverts during the 2026 World Cup after the backlash to in‑game ads shown during the Six Nations. ‌The broadcaster, monitored by Ofcom, is said to be restricted by the total amount of advertising it is permitted to show, meaning split‑screen ads would force reductions in traditional commercial breaks. That changed during the Six Nations, when split‑screen ads were introduced. One viewer wrote at the time: "Watching rugby on ITV - what's this split‑screen advertising about? View 2 Images The World Cup is set to take place in the USA, Canada and Mexico this summer (Image: Getty Images)‌The World Cup arrives in the United States, Canada and Mexico in June, with the opening match now less than three months away on Thursday, June 11.

Source: Daily Mirror March 25, 2026 20:41 UTC