Ofcom rules mean taking up the option would mean less time for ads at regular times
ITV will reportedly avoid showing ads during drinks breaks at the World Cup this summer.
FIFA has previously said that broadcasters will be allowed to show ads during the breaks, with two set to take place in each match due to the expected heat in host nations the US, Canada and Mexico. Adverts would have to start at least 20 seconds after the drinks break begins, and end at leasat 30 seconds before play restarts.
However, according to The Times, Ofcom rules mean that ITV has decided against taking up this option. Due to rules around how many ads the broadcaster can air per hour, if it showed an ad in the drinks break it would likely have to cut some ad time during half time or before and after the matches.
In addition, only official FIFA sponsors are allowed to show ads during the drinks break, meaning that there is a small market to sell to.
It is expected that broadcasters outside of the UK will take up this option, particularly in less regulated markets.
ITV showed in-play ads during the Six Nations this year, which received a mixed reception.
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