Soccer World Cup 2026: why more advertising breaks during matches?
During the Football World Cup 2026, which will be shown in France on M6, viewers will notice new interruptions during the matches. These interruptions correspond to the "hydration breaks" that FIFA has decided to systematically introduce.
This development in the organization of the game raises a question for the public: can these new breaks give rise to advertising during the broadcast of matches, and under what conditions?
A particular concern is the possibility that these breaks could lead to increased public exposure to gambling advertising, which is particularly present during sports broadcasts.
Arcom therefore considers it useful to remind you of the applicable regulatory manager and how it applies to this new situation.
Why do new cuts appear during matches?
FIFA has announced that at the 2026 World Cup, three-minute "hydration breaks" will be systematically introduced in the middle of each half, around 22 minutes after kick-off.
Play will therefore be interrupted twice per match, in addition to the half-time interval. These stoppages will be compensated for by additional time at the end of each half.
These breaks are a new feature in the organization of a soccer match of this magnitude.
Can these breaks be used for advertising during the broadcast?
Yes, under certain conditions.
In principle, advertising must be inserted between programs. However, the decree of March 27, 1992 authorizes the insertion of advertising within a program when :
- it does not affect the integrity of the program,
- it corresponds to a natural interruption in the program,
- the rights holders' rights are respected.
For sports programs with intervals, commercials can be shown during these interruptions. Half-times are typically such intervals. Hydration breaks, during which play comes to a complete halt, can also be considered as such.
In any case, the broadcaster must respect the authorized advertising ceilings (for a private DTT channel):
- 12 minutes per clock hour,
- 9 minutes daily average.
In concrete terms, how many advertising screens around a match?
Around a World Cup 2026 match, the typical sequence will be as follows:
- One screen before the start of the match
- One screen after the national anthems
- One screen during the first hydration break
- Three screens during half-time
- One screen during the second hydration break
- One screen after the end of the match
A total of 8 advertising screens, compared with 5 at the previous World Cup.
Will there be more advertising than before?
The number of screens increases, but the total volume of advertising authorized does not, as it remains capped by regulations.
The multiplication of screens corresponds to a different splitting of advertising within the match, made possible by these new interruptions to play.
The sensitive issue: gambling advertising
Sports broadcasts are a major exposure point for sports betting advertising. In France, such advertising is not banned, but is strictly regulated, notably by charters of good conduct drawn up with Arcom. In conjunction with industry players, Arcom has drawn up charters designed to :
- limit the volume and concentration of messages,
- protect persons under 18,
- promote preventive messages.
These charters were updated in 2022.
They make provision for :
- one advertisement per operator and per screen,
- a maximum of three messages for the gaming sector per screen, inserted among other advertising,
- only one operator authorized for sponsorship per program,
- the diffusion of prevention messages during major sporting events.
Will the number of gaming messages increase?
Free soccer World Cup 2026 broadcaster M6 has pledged not to show gambling ads during hydration breaks.
However, sponsorship reminders around these screens may be shown.
In addition, the addition of a third advertising screen during half-time may mechanically lead to an increase in the total number of messages for this sector, within the limits set by the charter.
By way of comparison :
| World Cup 2022 | World Cup 2026 (theoretical maximum) |
|---|---|
| Up to 15 ads for the sector | Up to 18 ads |
| 8 sponsorship sequences | Up to 14 sponsorship sequences |
What is Arcom's role with regard to public health challenges linked to sports betting?
Exposure to sports betting advertising is a recognized public health issue.
It is up to the legislator to set the applicable legal manager.
Within this framework, Arcom :
- ensures that broadcasters comply with the rules,
- ensures that the commitments made in the charters are properly applied,
- can publicly declare breaches and remind operators of their obligations.
Arcom will pay particular attention to the conditions under which these messages are shown during the 2026 World Cup.
For more information on gaming addiction: https: //anj.fr/joueurs/addiction