Seeing ads on social media is annoying enough, but for Instagram users, the experience may soon become even more frustrating.
Meta has confirmed that it is now testing a feature that introduces unskippable ads to users’ Instagram feeds.
When encountered, these ads display a timer and prevent the user from scrolling until the full time has passed, similar to YouTube.
The feature, which Instagram calls an “ad break,” was first spotted over the weekend by a user who called the change “crazy.”
And on social media, many furious Instagram users are already threatening to leave the social media platform entirely if the change becomes permanent.
Meta has confirmed that it is testing the introduction of unskippable ads to users’ Instagram feeds.
On X, the Instagram user who first saw the unskippable ads said the decision was “crazy.”
Several Instagram users have reported seeing unskippable ad breaks in their feed.
According to users, the ads last up to 10 seconds and prevent them from scrolling for that entire time.
Clicking on the ad’s info button brings up a message from Instagram that says, “You’re watching an ad break.”
The message continues: ‘Ad breaks are a new way to view ads on Instagram.
“Sometimes you may need to see an ad before you can continue browsing.”
Meta has now confirmed that this is a test for a new advertising format that currently appears to be affecting a small number of users.
The ads (pictured) display a timer that prevents the user from scrolling until the time has completely elapsed.
When selecting the information option, users are shown a message saying: ‘Sometimes you may need to see an ad before you can continue browsing.’
Although Meta suggests the changes may not be permanent, the test has sparked outrage with some on X calling it a “killer app.”
A Meta spokesperson told MailOnline: ‘We are always testing formats that can generate value for advertisers.
“As we test and learn, we will provide updates should this testing result in any formal changes to the product.”
Meta’s statement suggests the change may not roll out to all users, but the test has already sparked outrage.
One commenter on X, formerly Twitter, wrote: “You guys need to know it’s an app killer.”
Another wrote that ad breaks would be their ‘quit Instagram notifications’, while another asked: ‘So they want to ruin the app?’
Many complained that ads on Instagram were now getting “out of control” and that this change would make the app worse.
Others said they would close the app rather than wait for an unskippable ad break.
One X commenter complained that introducing ad breaks would “ruin the app.”
Several outraged Instagram users have even threatened to stop using the social media platform forever in case unskippable ads become widespread.
“I swear, if this becomes real I will delete my account,” one wrote, while another simply responded by writing, “I will delete the app.”
Another wrote: ‘Introducing unskippable ad breaks on Instagram? An application that has already become a giant advertisement thanks to influencers? We just won’t move.’
Some frustrated Instagram users even went so far as to claim that they would “delete the app” if the change became permanent.
The feature has not yet been rolled out to all Instagram accounts and may be tested, but many were concerned about a possible change.
While the feature may have been intended to increase advertising revenue, several users said they would stop using the app if it were introduced.
If the change were made permanent, this would bring Instagram closer to the free version of YouTube, which shows users non-skippable ads throughout videos.
However, unlike YouTube, most Instagram users currently do not have the option to pay to remove ads from their experience.
The exception is in the EU, where users can pay €9.99 (£8.51) per month to remove ads from Meta products.
Many social media users speculated that the introduction of non-skippable ads could be a precursor to a broader rollout of a paid, ad-free tier, similar to video streaming giants like YouTube, Disney+ and Netflix.
One X commenter wrote: ‘I smell “ad-free” meta-subscriptions coming.’
While another wrote: “Haha, it’s actually a way to create a more expensive ad tier.”
“Not a bad effort to turn it around to make Meta look like he cares about us.”
Some suggested that the introduction of non-skippable ads could be a precursor to the introduction of a more expensive ad-free tier.
Instagram users in the EU already have the option to pay a monthly fee to remove ads, but the feature has not yet been offered in other regions.