Instagram is testing a new controversial feature that makes it impossible for users to skip certain advertisements on their feeds. When encountered, these ads display a timer and prevent users from scrolling past until the full time has elapsed, similar to how ads work on YouTube.
The company confirmed to TechCrunch that it's testing unskippable ads after screenshots of the feature began circulating on Reddit and X (formerly Twitter) this week. Users spotted the new feature while scrolling through stories and posts, recognizable by the "Ad break" icon that Instagram displays at the bottom, along with a countdown timer for when you can start scrolling again. If you tap the "Ad break" icon to learn more, a message pops up that reads: "Ad breaks are a new way of seeing ads on Instagram. Sometimes, you may need to view an ad before you can keep browsing."
