YouTube asks users to enable ads or subscribe to YouTube Premium, addresses ad blocker usage

YouTube, a prominent video sharing and streaming platform, is embarking on a global initiative to address the use of ad blockers by users.

This endeavor aims to render ad blockers ineffective on the site and promote adherence to its Terms of Service. The platform is urging viewers with ad blockers enabled to either enable ads on YouTube or explore the ad-free experience offered by YouTube Premium.

Christopher Lawton, the Communications Manager for YouTube, stated, "The use of ad blockers violates YouTube's Terms of Service. We've launched a global effort to urge viewers with ad blockers enabled to allow ads on YouTube or try YouTube Premium for an ad-free experience. Ads support a diverse ecosystem of creators globally and allow billions to access their favorite content on YouTube," reported The Verge.

To enforce this effort, YouTube is blocking video playback for users with ad block extensions enabled.

When attempting to play a video, users will now receive a notification from YouTube, which highlights the presence of ad blockers. The notification informs users that video playback is blocked unless YouTube is allowed in the ad blocker or if the ad blocker is disabled. It also provides users with the option to either enable ads or explore YouTube Premium.

In June, YouTube had confirmed its testing of a three-strike policy for individuals using ad blockers on the platform. The platform was conducting a "small experiment" globally to encourage users to either enable ads or experience the ad-free features of its Premium subscription.

In May, YouTube announced the introduction of 30-second ads to YouTube Select on connected TVs. In the United States, users are presented with a single unskippable 30-second advertisement instead of two 15-second ads.

The testing of video blocking for users with ad blockers, which was initially observed, appears to have evolved. As a result, a significant number of users are unable to play videos on the platform while ad blockers are enabled.

YouTube Premium is available in India for Rs 1,290 for a 12-month plan, Rs 399 for a three-month plan, and Rs 139 for a one-month prepaid plan. For users who prefer a recurring monthly subscription, YouTube Premium costs Rs 129 per month following a one-month free trial period.