It can turn into a battle of willpower just make sure you have more than the dog.You ask what stops him ignoring your commands? Only you can put a stop to it.First up is to make sure the dogs recall is spot on when there are no distractions,when I say spot on I mean the dog comes back to you the first time you shout for him,not the second or third time,you should be getting an instant reaction from the dog.
When you are 100% happy with his recall then and only then you can move on to the next step which is taking him out where there is a distraction.Hopefully it will go without hiccups,if