YouTube is now tightening down on ad-blocker use globally, displaying warnings about violating the platform’s terms of service.

The effort encourages users to allow ads or use YouTube Premium, YouTube communications manager Christopher Lawton told The Verge.

In some circumstances, the company prevents users from viewing additional videos until ad blocks are disabled.

This year, YouTube significantly adjusted how adverts work on its platform. In May, the business added unskippable 30-second adverts to its TV app and later experimented with lengthier but less frequent ad breaks on TV.

YouTube presumably hopes its lengthy ad breaks would entice more people to subscribe to its ad-free YouTube Premium service.


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