FIFA is to introduce new regulations to control the use of virtual advertising, a method of superimposing adverts on to a television signal to give the impression the publicity is present on the pitch or in the stadium.

The technology gives the television viewer the optical impression that a logo or slogan is physically present on the field or in the stand.

In fact, it has been inserted electronically into the television signal.

Soccer world body FIFA, said in a statement, a working group had studied how to prevent the technology being abused, while allowing match organisers to benefit from its potential.

The group's proposals - approved by the Executive Committee and due to come into effect January 1st - permit the use of virtual advertising on the centre-circle and penalty areas when teams are not on the field.

They also permit it in areas of the stadium already used for real advertising, and on flat areas in the stadium which could normally be used for advertising.

However, the regulations forbid virtual advertising on any area of the field when teams are still on it, on to people and without the permission of all parties involved.

FIFA General Secretary, Michel Zen-Ruffinen, said: "This is a reflection of the developments in this sector and the need to adapt to modern reality."