Instagram's latest advertising experiment won't let you scroll any further until the ad is over. Users are already annoyed.

Instagram confirmed it's testing unskippable ads after screenshots of the feature began circulating across social media. The change would see the social network becoming more like the free version of YouTube,

Instagram is testing “ad breaks” that force you to stop and look at an ad for a period of time before you can continue scrolling. Several X and Reddit users reported seeing th

An entire thread on question and answer site Quora questions why people are seeing more of these ads recently, with one user commenting "The constant bombardment of ads is getting out of control. It's unbearable." If Instagram sours its users with these ads on a larger scale, it may not go down at all well for the platform's traffic.

Instagram is rolling out a feature for some users that forces them to sit through an ad. The ad strategy is similarly employed by YouTube.

Meta is testing unskippable Instagram ads, first reported by TechCrunch on Monday, alongside the patience of every user who has to put up with the feature. The unskippable ads, which some users shared their experience with on other social media platforms this weekend,

Meta's Instagram has concocted a new way to keep you from doomscrolling, but you're not going to like it. Called "ad break," it's a new way of displaying ads on the platform, and it's apparently being tested with some users,