Instagram is Testing YouTube-Like Unskippable Ads

Instagram is currently experimenting with unskippable ads, which are similar to the ones that appear before YouTube videos, and they will be referred to as “ad-break.”

Instagram already incorporates a significant amount of advertisements. These can be seen while browsing through reels, viewing stories, and scrolling through your feed. However, users are not obligated to watch them. This may potentially change in the near future as the Meta-owned platform is currently experimenting with unskippable ads.

Dan Levy, a user on X site, and Redditor notthatogwiththename recently shared screenshots unveiling Instagram’s latest addition: “Ad-break.”This new feature lives up to its name by preventing users from scrolling until they have completed watching an advertisement.

“According to the description of the new feature, Ad breaks on Instagram offer a different way of viewing advertisements. Occasionally, you may be required to watch an ad before continuing to browse.”

Got the Instagram “ad break” again & this time I clicked the info button to see their explanation So abusive to their users to do this pic.twitter.com/BrzndbSvNk

— Dan Levy ✡ Daniel Levy (@TheDanLevy) June 1, 2024

Despite its similarities to YouTube, this ad format only offers Ad-break features for those who have splurged for Premium. Our testing of the Instagram app in various regions did not reveal any live Ad-break features at this time.

It is probable that Meta is currently conducting tests of the feature with a select group of individuals in targeted regions. After the testing phase is completed, the company may potentially release the advertisements to a broader audience. A request for comment from Meta has not yet been answered.

As expected, the Instagram users who are seeing the new unskippable ads are not pleased. One user on Reddit expressed their frustration, saying that they had been feeling like they were taking “crazy pills”for two days because of the ads and couldn’t find any information about it until they saw a recent post. They thanked the poster and said goodbye to Instagram, stating that they had no use for the platform anymore.

“One user expressed their discontent by stating, “This is literally the worst f**king thing ever,”while another shared their first experience with the new feature and expressed their disappointment. They added that they were not surprised by this tactic from the company, but were still upset by the invasive way they were trying to control users and force ads. This will definitely anger a lot of people,”another user commented on Reddit.

The announcement follows the initiation of a formal investigation by the European Union (EU) into Meta in May 2024, as the EU is concerned about the adequacy of Instagram and Facebook’s efforts to safeguard the mental and physical well-being of children.