World Cup viewers fuming over 'f***ing nonsense' as TV coverage breaks FIFA rule on day one of tournament

We're only one day into the 2026 World Cup, and US broadcasters are already receiving sharp criticism for a decision fans have dubbed 'disgusting' and 'embarrassing'.

Last night (11 June) saw the tournament kick off in Mexico City, with the hosts prevailing over South Africa in a dramatic, red-card-littered match. It was then South Korea and Czechia's turn to take to the field, with the East Asian nation prevailing 2-1.

However, the event risks being overshadowed by something uniquely American: adverts.

During a hydration break for Mexico v South Africa, Fox News cut to a number of full-screen ads, with commentators introducing the commercials as being 'powered by Powerade', the moment play was paused.

Not quite as fun as the Argentinian reporter who disrupted his broadcast to get a selfie with Shakira.

The decision to air various commercials affected coverage of the game, with fans missing the first few seconds of the game's resumption.

A few seconds of coverage may not seem like much in the grand scheme of things, but it was enough to enrage viewers, who took to social media to blast the decision.

"Fox Sports was playing so many commercials during the hydration break that the game restarted before they were done," wrote one viewer on X. "Enough, man. Stop this f**king nonsense."

🚨 **BREAKING: Commercial ads broadcast DURING a World Cup match for the first time ever!** 📺💸
FIFA has allowed ads during the mid-half hydration breaks. Football meets American-style broadcasting! 🤯🇺🇸#WorldCup | #WorldCup2026
pic.twitter.com/3E4LDhb4zs

— X Sport (@Xrkt111686) June 11, 2026

"Commercial breaks mid-match during the hydration breaks are going to ruin this World Cup for Americans. Disgusting practice from Fox," a second person commented, while another viewer noted that it was 'embarrassing'.

"Fox ran ads during the water break of the World Cup match while Telemundo stayed on the game. The USA capitalists take the joy out of everything," penned a fourth.

Meanwhile, other viewers noted that Fox's decision to plaster ads at every available moment may not have been just annoying but against regulations.

What are FIFA regulations when it comes to showing adverts during matches?

Sources told The Athletic that broadcasters are permitted to show commercials during drinks breaks.

However, certain regulations must be met.

These guidelines state that adverts must not start within 20 seconds of the referee calling for a hydration break, and must end at least 30 seconds before the match resumes.

By missing the initial three seconds of the match, Fox News may have broken these rules.

According to MailOnline, the broadcaster may have fallen foul of this rule once again during South Korea and Czechia, returning to the match just seconds before play resumed.

The broadcaster also received criticism for its actions during the opening ceremony, deciding against broadcasting Shakira's performance of World Cup anthem 'Dai Dai [Let's Go]', alongside Nigerian rapper Burna Boy.

It's not just broadcasters that FIFA has set strict rules for, as the players face a host of new regulations this year.

LADbible has contacted Fox News for a comment.

New rules for the FIFA World Cup 2026

This year, there’s been a whole host of rule changes, many of which are designed to speed up the game and penalise players who drag things out. Some of the new regulations are likely to prove controversial.

10-second substitution

Subbed players now have to get a move on and leave the pitch within ten seconds by the nearest exit point. If they haven’t, their replacement will get held up by one minute until the next stoppage of play, and until then, their side will have to play with 10 men.

5-second throw-ins and goal kicks

If a referee thinks a player is taking too long for a throw-in or goal kick, they’ll start a five-second countdown, by which time the ball needs to be back in play. If it’s not, for throw-ins the opposing team will get their own throw-in, or for a goal kick the other side gets a corner.

Injured players to remain off the pitch for one minute

An injured player treated by medical staff off-field has to stay off the pitch for one minute, leaving their side with just 10 players.

More VAR

VAR can now be used to review an incorrectly awarded corner kick; second yellow cards resulting in a red card; when a player is incorrectly awarded a yellow or red card for another player’s actions; and any attacking fouls that occur before the ball is in play.

Players can’t cover their mouths

Players who cover their mouths in confrontational situations will be handed a red card. It’s believed players might cover their mouths to guard against lip readers while racially abusing other players, which some suspect has happened in the past.

Red cards for players leaving the pitch

Any player who leaves the pitch in protest over a referee’s decision will be handed a red card, and if a team walks off and causes a match to be abandoned, they’ll forfeit the game.