Instagram Tests Feature to Prevent Skipping Ads

TapTechNews June 6th news, Instagram is testing a new feature that prevents users from skipping ads, forcing them to finish watching the ads before they can continue browsing the content on the platform.

This feature was initially discovered by Instagram user Dan Levy, who posted a screenshot of the test on X, showing an 'Adbreak' prompt. When the ad appears, users can't swipe it away.

If you click the Adbreak icon next to the ad countdown, you will see a message that reads: You are in an ad break. 'Adbreak' is a new way to view ads on Instagram. Sometimes you may need to finish watching the ad to continue browsing.

Meta has also officially confirmed that this new feature is being tested. A company spokesperson told TechCrunch, We are constantly testing models that can bring more value to advertisers. If this test leads to any formal product changes, we will provide an update. TapTechNews has previously reported on Meta's launch of an ad-free Facebook and Instagram in the EU, and it is not clear whether the new test feature includes the EU region.

Whether this approach will attract more advertisers remains unknown, but it has indeed caused dissatisfaction among users. Although various forms of ads such as splash screen ads and swipe ads are prevalent in various apps nowadays, in most cases, users can swipe away or skip them. Forcing users to definitely watch the ads is still a minority.

TikTok released a survey in January this year showing that forcing viewers to watch ads may actually lead to reduced engagement. More than 70 percent of participants said they would be more likely to engage in the ad experience if they could choose to skip the ads.