Instagram is testing mandatory ad breaks

Instagram is testing these breaks with ads that force you to pause and look at an ad before you can continue scrolling through the platform. Several users on X and Reddit reported seeing this feature. The online portal The Verge also received official confirmation from Instagram spokesperson Matthew Tye that they have started testing ads.

One Redditor noticed the feature while scrolling through stories and posts. After a certain amount of scrolling time, Instagram prevented him from continuing until he viewed the ad. As shown in the screenshot, Instagram displays an “ad break” icon with a countdown timer showing how long it will be before you can start scrolling again.

When a user tapped the icon for more information about the feature, Instagram displayed a message: “Ad breaks are a new way to display ads on Instagram. Sometimes you may need to view an ad before you can continue browsing.”

Instagram already shows sponsored posts and ads among the content you skim, regardless of whether it's a domestic or foreign channel. But inserting non-skippable content between posts takes it to a whole other level and feels pretty annoying. "We are always testing formats that can bring added value to advertisers," says Tye.

In addition to Instagram, YouTube also displays non-skippable ads before and between videos. Both YouTube and TikTok also insert ads between their short videos, but you can still skip them.