Fifa's World Cup referee team blew their whistle on a potential controversy that had Fox in a tight spot – but the US broadcaster walked away with a clean sheet after being accused of breaching advertising regulations. During Mexico's 3-1 thumping of South Africa, Fox overstepped the mark by airing commercials for 40 seconds too long after play resumed following a hydration break.
The error occurred in the second half at Mexico City Stadium when referee Wilton Sampaio called time for water and snacks – but the action didn't stop Fox's adverts from running. In fact, they were still going strong 10 precious seconds after play had restarted, flouting Fifa's strict guidelines.
Fox claimed it was caught off guard by Sampaio's early call for a hydration break, which came after Raúl Jiménez netted Mexico's second goal. They argued that this unexpected timing threw their commercial schedule into disarray and led to the overrun.
Fifa gave Fox the benefit of the doubt and chose not to take any further action against them. Despite some grumpy viewers complaining about the blunder, there have been no repeat incidents since the opening game. Interestingly, Telemundo took a more cautious approach by ditching full-screen ads during these three-minute breaks – which occur in each half regardless of temperature.
This incident serves as a stark reminder of the intricate operational rules that govern live sports broadcasting on the biggest stage of all: the World Cup. With rights holders and broadcasters under intense scrutiny, even small missteps can have major repercussions – but it looks like Fox has dodged a bullet this time around!