Instagram has acknowledged its trial of unskippable advertisements on the platform following reports from users who have encountered these ads. Earlier discussions on Reddit featured mentions of five-second ads referred to as “ad breaks,” which viewers found impossible to bypass. A spokesperson from Meta, Instagram’s parent company, has indicated that the initiative aims to explore enhanced advertising options, though there is no indication yet that these will be rolled out more broadly.
According to a report by TechCrunch, Instagram confirmed the ads are currently in a testing phase. A representative stated, “We’re always testing formats that can drive value for advertisers.” The spokesperson further noted that this testing phase focuses on understanding performance and user reactions, and any future plans for wider rollout will be communicated to the public.
Holy moly! Meta seemingly is now forcing us to watch ads in our feeds on Instagram!
The app legit stopped me from scrolling past this ad which is just a bonkers move to me. pic.twitter.com/740EXjGyl2
— Dan Levy ✡ דניאל לוי (@TheDanLevy) June 1, 2024
Following the initial Reddit discussion, numerous users began sharing their experiences with the ads. X user @TheDanLevy described the situation, calling it a “bonkers move,” and provided a screenshot showing the ads labeled as ‘ad breaks.’ Notably, an information icon appears next to the label, which leads to further details explaining, “You’re seeing an ad break.”
The accompanying text describes the feature, specifying, “Ad breaks are a new way of seeing ads on Instagram. Sometimes you may need to view an ad before you keep browsing.” Currently, the ads seem to last for five seconds, although some users reported encountering ads that lasted up to ten seconds.
Overall, the public response to these unskippable ads has leaned towards negativity, with many users expressing that they detract from their overall experience within the app. Some have resorted to closing and restarting the app upon encountering an advertisement to avoid being forced to watch them. “I hope they know people will leave,” commented a disgruntled Reddit user.
