ITV Sport have reportedly decided against airing adverts during drinks breaks in matches at the World Cup in Brazil next month.
The broadcaster is said to have been given the option by FIFA to show commercials during cooling periods for players in selected matches due to the heat.
It is believed that the medical officer at the specific stadium will make a decision on whether drinks breaks are needed should the temperature exceed 32 degrees.
According to the Daily Mail, ITV have opted against showing adverts during this time as they believe that focusing on the game is better in keeping with the interests of viewers.
Any drinks break during the tournament is expected to last three minutes.