During the Six Nations match between Ireland and France, ITV introduced in-game advertising for the first time. The screen split, showing an ad for a Samsung mobile phone during a scrum setup. This move, common in the United States, was met with criticism from viewers who found it disruptive to the game's flow.

England hooker Jamie George expressed his dislike for the ads, highlighting the importance of the scrum's spectacle. The ads, also featuring Virgin Atlantic, aimed to compensate for the broadcaster's spending on rugby union rights. ITV has invested heavily in rugby, securing rights to the Nations Championship.

Fans voiced their displeasure on social media, labeling the ads as intrusive and detrimental to the viewing experience. This shift signals a potential change in how rugby is broadcast, moving closer to the advertising models often seen in American sports. The long-term impact on fan engagement remains to be seen.