It’s official: YouTube is coming for your ad blockers worldwide

We’re asking those who have ad blockers turned on to either try YouTube Premium or allow adverts on YouTube as part of a small worldwide experiment. That’s why certain users of ad blockers won’t be able to watch YouTube videos, according to a statement made by YouTube in late June. That policy had been broadened by early November, and YouTube will be implementing it globally.

Playback may be momentarily stopped in severe circumstances if users persist in using ad blockers, as YouTube announced in June. We take the removal of playback extremely seriously, and we won’t do it until users consistently refuse to accept YouTube advertisements. If you have an ad blocker installed on your PCs, anticipate similar behaviour.

At the time, I clarified that YouTube’s policy of banning ad blockers made sense given what YouTube is. Anyone can post videos on this platform for anyone to see. However, for the free version to continue operating, advertising revenue is required.

I also mentioned that the rise in popularity of ad blockers in recent years can be somewhat attributed to Google. The reason so many people adore their ad blockers is the experience and quality of ads they’ve had throughout the years on YouTube and other platforms. You have many reasons to wish to ban adverts when you factor in user tracking, which Google also conducts.

However, Google refuses to stop running advertisements on YouTube and other platforms. It appears that Google is content with their experiment banning ad blockers. Since the operation is being expanded worldwide, no user of an ad blocker is secure. Google is pursuing you if you use a programme to disable YouTube advertisements.

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YouTube prompt telling a user video playback will be blocked because of ad blocker use.
YouTube prompt telling a user in June 2023 that video playback will be blocked because of ad blocker use. Image source: Reddit

Christopher Lawton, the manager of YouTube communications, confirmed to The VergeThe video streaming service owned by Google started a global campaign to persuade people to try YouTube Premium or enable advertisements. Recall that a few weeks after the ad blocking test began, in mid-July, the price of YouTube Premium went up.

It’s obvious what will happen next. When you use an ad blocker to prevent YouTube commercials, Google will begin to prompt you with an explanation of why playing has been paused. First, you’ll be able to continue playback. However, YouTube may then disable access unless you either upgrade to Premium or allow advertisements on YouTube.

Lawton informed The Vergethat that it is against the platform’s terms of service to employ ad blockers. It makes sense that, as he stated, ads enable billions of people to access their favourite content on YouTube and support a diverse ecosystem of producers worldwide. It’s necessary for creators to earn a living, and Google advertisements contribute to that.

However, similar to the ineffable advertisements the site allows, the ad experience may also be annoying at times. On TV, you see advertisements of the same kind.

It does not follow that ad blockers will become inoperable. It’s more likely that YouTube and ad blockers will engage in a game of cat and mouse.

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