Instagram has confirmed that it is testing "unskippable" ads after screenshots of the feature began circulating on social media. These new ad breaks will include a countdown timer that prevents users from browsing more content until they have viewed the ad, according to information displayed in the app.

This change would align Instagram more closely with the free version of YouTube, which requires users to watch ads before and during video playback. Given Instagram’s evolution into a more video-centric platform through features like Stories and Reels, this shift seems logical.

A Meta spokesperson commented, “We’re always testing formats that can drive value for advertisers. As we test and learn, we will provide updates should this test result in any formal product changes.”

The "ad break" feature was first spotted by Instagram user Dan Levy, who shared a screenshot on X. He noted that the app prevented him from scrolling past the ad, calling it a “bonkers move.”

In a follow-up post on Reddit, he clarified that clicking the info icon next to the ad break reveals a message stating: “You’re seeing an ad break. Ad breaks are a new way of seeing ads on Instagram. Sometimes you may need to view an ad before you keep browsing.”

Other users also confirmed experiencing the feature, and reactions were largely negative. Many expressed frustration, with some threatening to leave Instagram if these ad breaks became widespread. Commenters raised concerns that this decision could be driven by a desire to boost ad engagement at the cost of user experience.

Levy’s original post has been shared widely on X by accounts such as @howfxr and @Dexerto.

Instagram has declined to specify where the ad breaks will appear within the app or whether the testing is being conducted globally. However, the screenshots indicate that these ad breaks are showing up in the app’s Feed while users are watching video posts. It remains unclear whether Instagram creators will have any control over the appearance of these ads.

For now, this feature is only in the testing phase, but it highlights the extent to which Meta is willing to experiment with the core user experience of the app in pursuit of increased ad revenues.