Instagram is testing a new “ad break” feature to force users to look at an ad.
Several users on platforms like X and Reddit have reported seeing the update on Meta’s platform, which would require you to stop scrolling and look at an ad for a certain period of time.
As reported by The Verge, a spokesperson for Instagram confirmed the platform is testing ad breaks as a feature.
They added that the company will “provide updates should this test result in any formal product changes.”
As spotted online, Instagram has prevented some users from scrolling any further after a certain period until they have viewed an ad.
Currently, an “ad break” icon appears on the screen with a countdown showing when a user will be able to start scrolling again.
“Ad breaks are a new way of seeing ads on Instagram. Sometimes you may need to view an ad before you can keep browsing,” according to a user on Reddit, tapping the icon for more information revealed the message.
Sponsored posts and ads in between content are already a feature on Instagram, but unskippable content is a big step.
“We’re always testing formats that can drive value for advertisers,” Instagram’s spokesperson added.
It remains to be seen if Instagram will roll out the ad break function to all users.
