Streaming platform YouTube is intensifying efforts to prevent users from using ad blockers, according to a report by The Verge.
Back in June, the company confirmed that it was conducting a small experiment to disable videos for users with ad blockers. In a new statement to the Verge, the company said it has “launched a global effort” to encourage users to allow ads or try YouTube Premium, its subscription service promising ad-free access to content and other perks such as background play.
Affected users will get a notice saying “Ad blockers violate YouTube’s Terms of Service” and they will be asked to allow ads to continue streaming content on the platform.
The statement comes after website Android Authority highlighted in a Oct 31 report that an increasing number of users were claiming that they were being prevented from using ad blockers on YouTube.
It featured some complaints from users on Reddit page r/YouTube, where one said that they will stop browsing content on the site due to the ad blocker crackdown.
On X (formerly Twitter), some users have shared screenshots showing a prompt informing them that they will not be allowed to continue streaming content after three videos due to ad blockers.
According to a YouTube support page, the company said they may block video playbacks for users who continue to use ad blockers.
Ads can appear in various formats and at any point on YouTube videos where some allow users to skip after a few seconds.
Last year, YouTube said it was experimenting with a bumper ad format which are five unskippable videos that are six seconds long each. The move prompted some criticism from users on X.
YouTube first launched its Premium subscription service back in 2014. Prices start at RM17.90 monthly for users in Malaysia.
