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Nick Cain: Slam these adverts into touch before it’s too late

France were in devastating form against Ireland in Paris on Thursday night, but there was a potentially more devastating force at large as ITV unveiled its new split-screen introduction of adverts in the Six Nations while scrums are forming.
Matthieu Jalibert celebrates against Ireland.

France were in devastating form against Ireland in Paris on Thursday night, but there was a potentially more devastating force at large as ITV unveiled its new split-screen introduction of adverts in the Six Nations while scrums are forming.

It is an insidious and unwanted first, foisted on rugby fans despite broadcasters of rugby and football in the UK having never previously shown adverts outside pre and post-match and half-time slots.
At the moment, the ads will be limited to one each half and last about 20 seconds, but rest assured it is the thin end of the wedge.
Slippery slope
It is a d...

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