Blocking Ads on YouTube Could Get You Blocked

So, you think you've figured out a way to eliminate those annoying ads on YouTube?

Think again.


In an effort to level up those YouTube Premium signups, the platform is disabling videos for users with ad blockers. Now, when you try to watch a video, you might get an option that says, "Hey, allow ads or sign up for Premium."

Okay, not those exact words. The prompt actually reads: "Video playback is blocked unless YouTube is allowlisted or the ad blocker is disabled." The message is clear. YouTube isn't condoning ad blocking in any way, shape, or form.

This is all part of a global effort "to encourage users to allow ads or try YouTube Premium," as stated by YouTube communications manager Christopher Lawton.

It's still a bit random. It's possible to get the warnings about YouTube's distaste for ad blockers and still be able to watch a video, but in most of these instances, the content is blocked.

YouTube confirmed its plan to disable videos for users with ad blockers way back in June, but at the time, it was only experimental. It's apparently been so successful that now YouTube is going full-on with it. The past few weeks have seen more ad-blocking users unable to watch videos without removing their ad blockers or signing up for premium.

Lawton says that the "use of ad blockers violates YouTube terms of service." He emphasizes that "ads support a diverse ecosystem of creators globally and allow billions to access their favorite content on YouTube."

This really shouldn't come as a surprise. YouTube, like many platforms, depends on advertising, and in the case of YouTube, it benefits not only the platform but the creators too.

YouTube made lots of changes to ads on its platform this year. Back in May, they gave us the unskippable 30-second ads in its TV app, and then they tried longer but less frequent ads.

It's a good bet the platform hopes long ad breaks will encourage more users to try an ad-free YouTube Premium subscription, but the $2 price increase and getting rid of the Premium Lite plan might make it a more unattractive option.

As YouTube continues to find new ways to make us swallow ads on their terms, those of us who thought ad blocking was the way to go will now have to either take a smoke break during ads or whip out the credit card and go Premium.

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