Instagram Tests Unskippable 'Ad Break' Feature

Many Instagram users reported on this experiment where a user has to watch three-to-five second non-skippable ads while scrolling the feed. It is being tested on a few users on pilot bases. However, Meta has not issued any official statement.

A Reddit user spotted the feature and shared the screenshot on the social media platform. It can be seen that 'Ad break' appears on the feed with a countdown timer. When the user clicks on the 'i' button it shows, "You're seeing an ad break. Ad breaks are a new way of seeing ads on Instagram. Sometimes you may need to view an ad before you can keep browsing."

Users on X have criticised Instagram's 'Ad Break' with many users saying they will delete their Instagram account if it comes into effect. Instagram already displays ads while scrolling the feed or reels.

Youtube already has the unskippable ad feature where the ad will come before the video as well as between the video and the advertisements range from 5 to 30 seconds.