Instagram is testing a new controversial feature that makes it impossible for users to skip certain advertisements on their feeds. When encountered, these ads display a timer and prevent users from scrolling past until the full time has elapsed, similar to how ads work on YouTube.
The company confirmed to TechCrunch that it's testing unskippable ads after screenshots of the feature began circulating on Reddit and X (formerly Twitter) this week. Users spotted the new feature while scrolling through stories and posts, recognizable by the "Ad break" icon that Instagram displays at the bottom, along with a countdown timer for when you can start scrolling again. If you tap the "Ad break" icon to learn more, a message pops up that reads: "Ad breaks are a new way of seeing ads on Instagram. Sometimes, you may need to view an ad before you can keep browsing."
Given that Instagram already shows sponsored posts and ads sandwiched between content from the accounts users follow, many considered this to be a step too far. Several user complaints have already gone viral on social media about how these unskippable ads disrupt the viewing experience. If Instagram rolls Ad breaks out globally, there's likely to be an even more significant outcry.
More from Tom's Guide
- Instagram Blend could surface reels for you and a friend
- This Android malware is stealing passwords by impersonating popular apps like Instagram and Snapchat — how to stay safe
- Meta's Llama 3 AI assistant is live on Facebook, Instagram and Whatsapp
