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YouTube's Ad Blocker Crackdown is becoming more difficult to avoid

Supun Premathilake Jr.

1 Nov, 2023

YouTube is stepping up the pressure on people who use ad blockers. According to YouTube communications manager Christopher Lawton, the network has "launched a global effort" to convince viewers to enable advertisements or test YouTube Premium.

When you encounter YouTube's block, you can get an alert stating that you need to disable your ad blocker or enable YouTube to be allowlisted before you can watch videos. In addition, it prompts you to enable advertisements or try YouTube Premium.

Although some users reports that YouTube now completely disables them almost always, you may still be able to watch videos and see alerts on the platform's policy regarding ad blockers.

In June, YouTube revealed that it was suppressing videos for people using ad blockers, but Lawton termed it as a "small experiment globally" at the time. More people using ad blockers have been unable to access YouTube videos in recent weeks as YouTube has expanded this effort.

The "use of ad blockers," according to Lawton, is against the terms of service of the website, as "ads fund a diverse ecosystem of creators globally and allow billions to access their favorite content on YouTube."

This year, YouTube made significant adjustments to the way adverts work on its site.

In May, the company added unskippable 30-second adverts to its TV app and later experimented with lengthier but less frequent ad breaks on TV.

YouTube is probably hoping that its extended commercial breaks would entice more viewers to join up for its ad-free YouTube Premium subscription, but a $2 price increase and the elimination of its cheaper Premium Lite plan may make it less appealing.

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