Instagram has reportedly confirmed testing non-skippable ads on its platform after several users recently reported seeing them. Earlier, a post on Reddit highlighted these 5-second ads labeled as “ad breaks,” which users couldn’t scroll past. Now, according to a report, a Meta spokesperson said the company is testing new ways to increase value for advertisers. However, there is no confirmation that the test will lead to its wider implementation across the platform. Notably, ads have long existed on the Meta-owned platform, but users have always been able to scroll through them.
According to a report by TechCrunch, Instagram has confirmed testing these ads. A company spokesperson told the publication, “We are always testing formats that can increase value for advertisers.” However, it also added that testing is only being done to gauge its performance and user sentiment, and in case it is officially rolled out to a wider user base, the company will provide updates.
Oh my God! Looks like Meta is now forcing us to see ads in our Instagram feeds!
A legitimate app prevented me from scrolling past this ad, which is just a crazy move for me. pic.twitter.com/740EXjGyl2
— Dan Levy ✡ Daniel Levy (@TheDanLevy) June 1, 2024
After the Reddit post, several other users also came across these ads. X (formerly known as Twitter) user @TheDanLevy also posted about these ads and shared more details about them. Calling it a “crazy move”, the poster showed that these ads were labeled as “ad breaks”. As shown in the screenshot, there is an information icon next to the label that opens a bottom sheet with the title “See ad break”.
Below that, the text described the feature and stated, “Ad Breaks are a new way to see ads on Instagram. Sometimes you may need to view an ad before continuing to browse.” For now, these ad breaks seem to be limited to a 5-second period, however, several users have also claimed to have encountered 10-second ads.
Netizen reaction to these non-skippable ads was generally negative, with many claiming that they were ruining their in-app experience. Some users have also resorted to closing the app when an ad is displayed and restarting the app immediately to avoid seeing them. “I hope they know people are going to leave,” said a frustrated Reddit user.
