YouTube has confirmed it has 'launched a global effort' to crack down on ad blockers. YouTube is expanding its efforts to crack down on ad blockers. YouTube communications manager Christopher Lawton told The Verge that the platform is “launching a global effort” to encourage users to allow ads or try YouTube Premium.
If you encounter a block from YouTube, you may see a notification saying “Video playback will be blocked unless YouTube is whitelisted or the ad blocker is disabled.” It also includes a warning to allow ads or try YouTube Premium. You might get warnings about YouTube's stance on ad blockers but still be able to watch a video, but for one Verge staffer, YouTube now completely blocks them almost every time.
YouTube confirmed in June that it was disabling videos for users with ad blockers, but Lawton described it at the time as just a "little experiment globally." Now YouTube has expanded this effort. Over the past few weeks, more users with ad blockers installed have found themselves unable to watch YouTube videos, and a post from Android Authority highlighted the increase in reports.
Lawton argues that “ad blocker use” violates the platform’s terms of service, adding that “ads support a diverse ecosystem of creators around the world and allow billions of people to access their favorite content on YouTube.”
YouTube has made several changes to the way ads work on its platform this year. The company introduced non-skippable 30-second ads to its TV app in May, and later began experimenting with longer but less frequent ad breaks on TV, too. YouTube likely hopes that long ad breaks will drive more users to sign up for an ad-free YouTube Premium subscription, but the $2 price increase and discontinuation of the cheaper Premium Lite plan could make that option less attractive.
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