Instagram is testing “unskippable” ads that you can't scroll past

According to Instagram, the purpose of the new "ad breaks" feature is to introduce a new way of displaying ads on the platform. The feature forces users to stop and look at an ad for a period of time before they can continue scrolling. An in-app message states, "Ad breaks are a new way of seeing ads on Instagram2. Sometimes you may need to view an ad before you can keep browsing." The intention behind this feature is to ensure that users view advertisements, which helps drive value for advertisers on the platform.

Instagram users first became aware of the "ad breaks" feature being tested when several users on X (formerly Twitter) and Reddit reported seeing the feature4. These users shared their experiences with the new ad format, which forces users to stop and look at an ad for a period of time before they can continue scrolling through the app3. The appearance of the "ad breaks" feature generated widespread negative feedback from users who found the unskippable ads disruptive to their browsing experience. Instagram spokesperson Matthew Tye later confirmed to The Verge that ad breaks were indeed being tested, adding that the company would provide updates if the test resulted in any formal product changes.