FIFA won't punish Fox for World Cup ad rule breach

AI Summary

FIFA will not sanction Fox for breaking advertising rules during the World Cup opener between Mexico and South Africa. Fox returned to live action 10 seconds late after a hydration break, but FIFA accepted their explanation.

The Incident

Fox will not face any sanction from FIFA for breaking the governing body's advertising rules during the opening game of the World Cup between Mexico and South Africa last week.

Advertising Rule Breach

The US broadcaster broke FIFA's strict guidelines for showing commercials during hydration breaks on the first occasion they were in operation by returning to the live action 10 seconds after play had resumed during the second half at Mexico City Stadium.

The Explanation

Fox's commercials overran by 40 seconds, but the broadcaster is understood to have provided an explanation to FIFA by claiming that it was unaware that referee Wilton Sampaio signaled a hydration break early after Raúl Jiménez scored Mexico's second goal of the game, and that it was unaware it had been called.

No Action Taken

FIFA is understood to have accepted Fox's explanation and will take no action. Fox owns the English-language rights to World Cup games in the US.

Comparison with Other Broadcasters

Telemundo, the World Cup's Spanish-language broadcaster in the US, has opted not to cut away to full-screen advertising during hydration breaks, which last for three minutes and take place once in each half regardless of temperature.