YouTube is doubling down on banning ad blockers

YouTube is expanding its efforts to combat ad blockers. According to Christopher Lawton, YouTube’s communications manager, the platform has initiated a “global effort” to encourage users to either enable ads or explore YouTube Premium. If you encounter YouTube’s ad block, you may receive a notice stating, “video playback is blocked unless YouTube is allowlisted or the ad blocker is disabled,” along with a prompt to enable ads or try YouTube Premium.

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While you might still be able to watch a video, some users have reported that YouTube now frequently fully blocks content for those using ad blockers.

Although YouTube had confirmed the practice of disabling videos for users with ad blockers in June, Lawton initially described it as a “small experiment on a global scale.” However, the platform has now expanded these efforts. Over recent weeks, an increasing number of users with ad blockers installed have faced restrictions on viewing YouTube content, as highlighted in a post by Android Authority.

Lawton emphasizes that the use of ad blockers violates YouTube’s terms of service, adding that “ads support a diverse ecosystem of creators globally and allow billions to access their favourite content on YouTube.”

Throughout the year, YouTube has implemented various changes to its ad operations. In May, the company introduced unskippable 30-second ads to its TV app, followed by experiments with longer but less frequent ad breaks on TV. These changes may be intended to drive more users to subscribe to YouTube Premium, which offers an ad-free experience. However, a $2 price increase and the discontinuation of its cheaper Premium Lite plan could make this option less appealing.