Paula Radcliffe finished in ninth place as Ethiopia took a 10,000m clean sweep on a cold night in Helsinki. Tirunesh Dibaba out-kicked Berhane Adere and her sister Ejegayehu Dibaba to win her first World title.
Jason Gardener and Marlon Devonish both qualified for the semis of the 100m, but Mark Lewis-Francis crashed out.
Kelly Sotherton ran an excellent 200m into a strong headwind to move into third in the heptathlon, behind Eunice Barber and Carolina Kluft.
DAY ONE DETAILS
Heptathlon
Kelly Sotherton ran a gutsy 23.94secs in the 200m behind Carolina Kluft to move back into the bronze medal position.
Kluft ran 23.70 into a headwind of 2.5 metres per second to close the gap on Eunice Barber in the overall classification to just two points.
Barber now leads on 3973 points going into the second day, with Kluft on 3971 and Sotherton on 3817.
Sotherton said: "My shot put was a bit iffy, but the performance in the 200m was okay.
"I've got a secret weapon for tomorrow - hopefully I'll throw well in the javelin. But I don't feel too tired."
Kluft came right back into gold medal contention with a lifetime best of 15.02m in the shot put.
Sotherton disappointed with 13.38m, which pushed her from the bronze medal position into fifth place.
Lithuania's Austra Skujyte and the Ukraine's Nataliya Dobrynska then stood between Sotherton and the medal positions.
Barber went clear at 1.91m in the high jump after Kluft and Sotherton both failed at 1.85m.
Earlier, Barber beat Kluft and Sotherton in the third heat of the 100m hurdles.
Men's 100m
Olympic champion Justin Gatlin and Athens silver medallist Francis Obikwelu were the dominant qualifiers in the quarter-finals of the men's 100m.
Great Britain's Mark Lewis-Francis ran a desperately disappointing 10.53secs as he trailed home fifth in his heat and failed to go through.
But Marlon Devonish and Jason Gardener went into Sunday's semi-finals - Gardener as an automatic qualifier after third place in his heat.
Gardener said: "I lost my rhythm towards the end but it will be a lot better tomorrow.
"The conditions changed and it's hard to produce quick times. It could have been a lot better, but I'm into the next round so tomorrow I'll be ready to go the next step."
Men's 1500m
Britain's Michael East had to battle to make fifth place in the first heat and go through as a fastest loser.
East had to dig in down the home straight as France's Mehdi Baala won easing up.
Debutant Nick McCormick battled bravely and was in third place with 350m to go, but could not live with the pace and finished in 11th place.
Rashid Ramzi was the most impressive heat winner, but Kenya's much-fancied Daniel Komen went out.
Men's 400m hurdles
Britain's Rhys Williams rose to the challenge of his first major championship by qualifying for the semi-finals.
The 21-year-old ran a mature, controlled race to come through in 49.22 secs.
"I was big-time nervous but I'm through to the next round so I'm happy," said Williams.
USA's Kerron Clement won the first heat in 48.99, with Jamaica's Kemel Thompson and France's Naman Keita comfortably through to the next round from the second heat.
Reigning world champion Felix Sanchez overcame his pre-competition injury worries to qualify from the third heat behind USA's Bershawn Thompson, who came through in the last 80m after clattering a hurdle on the back straight.
Women's 800m
Britain's Susan Scott advanced to the semi-finals of the 800m after finishing fourth in her heat.
The 27-year-old led at the bell and despite being overtaken in the home straight did enough to qualify automatically in a time of 2mins 2.00secs.
Svetlana Cherkasova of Russia was the fastest qualifier in 2:00.62.
Men's shot put
USA's Adam Nelson put years of heartbreak behind him to take World gold with a first-round effort of 21.73m.
Nelson has finished second in two consecutive World and Olympic finals and could not hold back the tears as his gold medal was confirmed.
Holland's Rutger Smith took silver, with Germany's Ralf Bartels in third.
Britain's Carl Myerscough qualified for the final but failed to make an impact, finishing in last place with 19.67m.
Women's high jump
Olympic champion Yelena Slesarenko injured her left foot in qualifying and will take no further part in the championships.
But Sweden's Kajsa Bergqvist, the best in the world this year, went safely through.
Defending champion, South Africa's Hestrie Cloete, is absent through injury.
Women's 3,000m steeplechase
Great Britain's Jo Ankier fell on the last lap of the final 3,000m heat, and finished in last place.
Docus Inzikuri of Uganda won the heat, with the first and second heats won by Russia's Yelena Zadarozhnaya and Poland's Wioletta Janowska.
Men's discus
Virgilijus Alekna led the qualifiers with a throw of 68.79m.
Germany's former world champion Lars Riedel also made the final with an effort of 66.22m.
Men's 20k walk
Ecuador's Jefferson Perez took the first gold of the championships with a dominant performance.
Perez finished in 1hr 18.35 mins to become only the second man in Worlds history to retain his title.
Spain took silver and bronze with Francisco Javier Fernandez and Juan Manuel Molina.
Men's 100m T54
Briton David Weir bettered his own British record to win the 100m T54 demonstration race.
Weir clocked a time of 14.15 seconds to edge out Dutch rival Kenny van Weeghel by 0.04 secs.
Weir's previous best of 14.17 was set in the semi-finals of last year's Athens Paralympics.