Instagram is testing adverts that users are unable to skip past, in a controversial new move which will see a timer count down to zero before they can scroll again.
The BBC reported that it has received confirmation of the move from Meta, which told the publication that it is “always experimenting with new products and ad solutions”.
Currently users can skip past Instagram ads, both when scrolling through the grid and search bar and when using reels and stories.
Not all users are pleased at the move. “Introducing unskippable ad breaks to Instagram? An app that has already become one giant ad because of influencers? We will simply not be scrolling,” said one X, formerly known as Twitter, user.
Introducing unskippable ad breaks to Instagram? An app that has already become one giant ad because of influencers? We will simply not be scrolling.
— Kode Kaldwin 🦇 (@kodekaldwin) June 4, 2024
Another commented: “Yeah that’s an instant swipe up and a close app from me…”.
Yeah that’s an instant swipe up and close app from me…
— Ben Wicks (@bdwicks) June 4, 2024
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It comes after Meta last year introduced an ad-free tier option in most of Europe, with users able to pay £8.72 (€9.99) to avoid seeing advertisements.
Meanwhile, Facebook faces a hefty £3 billion law suit over allegations it has breached privacy.
Elsewhere, Elon Musk’s X (formerly Twitter) suffered after the billionaire hit out at advertisers, and became embroiled in controversy which lead to an array of big names pulling funding.
Musk’s electric car business Tesla also began advertising despite Musk saying he wouldn’t, then the tycoon about-turned and sacked his marketing team describing the ads as “too generic” in April.
