YouTube is testing a ban on watching videos if users are using ad-blocking software.

According to The Verge , Google's subsidiary has confirmed it is running "a global trial to encourage viewers to allow ads on YouTube or try YouTube Premium."

The screen displays a warning message asking the user to accept the display of advertisements.

This statement comes after some users began noticing a new warning that video playback might be cut off if YouTube detects repeated use of ad-blocking tools. A previous report from Android Authority stated the service would prevent users from watching more than three videos while an ad blocker was active.

Google spokesperson Oluwa Falodun stated in an email: "Ad blocker detection is not new, and other publishers frequently ask viewers to disable ad blockers. YouTube asserts that users will receive multiple notifications urging them to stop using these tools before any of their viewing activity is interrupted. In cases where viewers feel they have been flagged with a false warning, they can share feedback by clicking the link included in the prompt."

These measures show the company is strengthening its stance against ad blockers, as it says all such ads are important for creators to get paid for their content and for the platform to remain free. The company statement said: "YouTube's ad-supported model supports a diverse ecosystem of creators and provides billions of people worldwide with free access to ad-supported content."

Google is looking to entice more and more people to switch to YouTube Premium.

Recently, YouTube has been increasingly frustrating its users by deploying more ads to free-to-watch accounts. In September 2022, the company experimented with serving up to 10 unskippable ad clips. In May of this year, the company announced that 30-second ads would be coming to TV platforms.

Vietnamese users who want to watch videos without being interrupted by ads can subscribe to YouTube Premium for 79,000 VND/month for the individual plan or 149,000 VND/month for the family plan. In November 2022, the company announced that it had surpassed 80 million subscribers to YouTube Premium and Music.

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