At least 31 people were killed today in the fresh Israeli air offensive on the Gaza Strip, taking the death toll to 82.
Nine Palestinians were killed in an Israeli air strike while they were watching the World Cup semifinal match between Argentina and the Netherlands at a cafe. Three others died in another Israeli strike on a car in western Gaza City.
Gaza medical officials said half of the total casualties since the Israeli military launched an operation against Hamas militants on Monday were civilians, including children and women in the deadliest conflict in the region since 2012.
There have been no Israeli deaths so far.
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UN Secretary-General Ban Ki-moon called on both sides to agree to a cease-fire, saying "Gaza is on a knife edge."
"Now is not a time for further incitement or vengeance," Ban said. "We must not let spoilers prevail. We must keep the situation from getting any further out of control."
However, Israeli Prime Minister Benjamin Netanyahu ruled out a ceasefire, saying it was "not even on the agenda".
"I am not talking to anybody about a cease-fire right now," Ha'aretz quoted Netanyahu as saying at a meeting of the influential Knesset Foreign Affairs and Defence Committee.
Netanyahu also turned down a proposal to cut the water and electricity supply from Israel into the Gaza Strip, saying "legal advisers will not allow that."
"We can't do what the Russians did to the Chechens," he stressed.
Despite the deaths, the Israeli military would continue to bomb the homes of senior Hamas operatives, even though the air force realises that sometimes residents of a targeted building try to prevent the bombings by standing on the roof as human shields, a high-ranking IDF officer said.