Fox is facing criticism from fans in the US after introducing full-screen adverts while players take hydration breaks during its World Cup broadcasts.

Fifa introduced the three-minute breaks for the World Cup amid fears that players could struggle in the heat of North America this summer. The breaks take place once each half in every match, regardless of temperature.

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While the breaks address legitimate concerns about players’ health, many fear they will disrupt the pace of play and allow broadcasters to extract added advertising revenue.

Fox, which owns the English language broadcasting rights for the World Cup in the US, cut to an advertising break during the second-half of Mexico’s victory over South Africa in the tournament opener. The referee had called a hydration break just after Mexico had scored their second, and final, goal of the match. When the broadcast returned to the match, play had already resumed for around 10 seconds, meaning viewers had missed action as South Africa attempted to find a way back into the contest.

Fifa has requested that broadcasters should return to the match 30 seconds before play resumes.

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The ad break received pushback from fans on social media. “We are trying to watch the biggest tournament on earth. Absolute nonsense. End this immediately!” wrote one viewer on X. On Reddit, fans were also critical although some said it was part of watching sport in the US. “Missing live action, which they did, is unacceptable. But commercial breaks during games are a fact of life in the US. It is what it is,” wrote one user.

Telemundo, the World Cup’s Spanish-language broadcaster in the US, did not cut away to full-screen advertising during the hydration breaks.