YouTube has had a problem with ad blockers for a while — no great surprise there. However, following a test in June, the firm seems to be rolling out a new ad block detection system that prevents users from accessing videos entirely.
Users are now told that using an ad blocker contravenes YouTube’s terms of service and are presented with a black screen in place of a video. In order to see the video, users are directed to either allow YouTube Ads or try YouTube Premium.
The notice also states that “Ads allow YouTube to be used by billions worldwide” and that “You can go ad-free with YouTube Premium, and creators can still get paid from your subscription”.
YouTube has been adapting its advertising formats recently, adding a new unskippable 30-second format to its Connected TV offering, for example. This new “global effort,” according to YouTube communications manager Christopher Lawton in a statement provided to The Verge, may very well be part of a plan to get users to sign up for YouTube Premium.
Lead image credit: The Verge.
