Instagram introduces major change that’s already proving unpopular with users – with one describing it a ‘bonkers move’


Seeing adverts in your social media feed is already annoying enough, but for Instagram users, the experience may soon become even more frustrating. 

Meta has confirmed it is now testing a feature which introduces unskippable adverts into users’ Instagram feeds.

When encountered, these adverts display a timer and prevent the user from scrolling past until the full time has elapsed, similar to on YouTube

The feature, which Instagram calls an ‘ad break’, was first spotted over the weekend by one user who called the change ‘bonkers’.

And on social media, many furious Instagram users are already threatening to quit the social media platform altogether if the change becomes permanent.  

Meta has confirmed that it is testing the introduction of unskippable adverts into users' Instagram feeds

Meta has confirmed that it is testing the introduction of unskippable adverts into users’ Instagram feeds 

On X, the Instagram user who first spotted the unskippable adverts said that the decision was 'bonkers'

On X, the Instagram user who first spotted the unskippable adverts said that the decision was ‘bonkers’ 

A number of Instagram users have reported seeing unskippable ad breaks appearing in their news feed. 

According to users, the adverts last up to 10 seconds and prevent scrolling away for that entire duration. 

Clicking on the information button in the advert brings up a message from Instagram which reads: ‘You’re seeing an ad break.’

The message continues: ‘Ad breaks are a new way of seeing ads on Instagram.

‘Sometimes you may need to view an ad before you can keep browsing.’

Meta has now confirmed that this is a test for a new advertising format which currently appears to be affecting a small number of users.

The adverts (pictured) display a timer which stops the user from scrolling on until the time has fully elapsed

The adverts (pictured) display a timer which stops the user from scrolling on until the time has fully elapsed 

When selecting the information option, users are shown a message which tells them: 'Sometimes you may need to view an ad before you can keep browsing'

When selecting the information option, users are shown a message which tells them: ‘Sometimes you may need to view an ad before you can keep browsing’ 

Although Meta suggests that the changes may not be permanent, the test has sparked outrage with some on X calling it an 'app killer'

Although Meta suggests that the changes may not be permanent, the test has sparked outrage with some on X calling it an ‘app killer’ 

A Meta spokesperson told MailOnline: ‘We’re always experimenting with new products and ad solutions in line with the evolving consumer trends and business needs. 

‘We’ll share more if there are new updates available to our products.’

Meta’s statement suggests that the change may not roll out for all users but the test has already sparked outrage. 

One commenter on X, formerly Twitter, wrote: ‘They have to know it’s an app killer.’

Another wrote that the ad breaks would be their ‘get off Instagram notifications’, while another asked: ‘So they want to ruin the app?’

Many complained that adverts on Instagram were now 'getting out of control' and that this change would make the app worse

Many complained that adverts on Instagram were now ‘getting out of control’ and that this change would make the app worse 

Others said that they would close the app rather than sit through an unskippable ad break

Others said that they would close the app rather than sit through an unskippable ad break 

One commenter on X complained that the introduction of ad breaks would 'ruin the app'

One commenter on X complained that the introduction of ad breaks would ‘ruin the app’  

Several outraged Instagram users have even threatened to stop using the social media platform for good should unskippable ads become widespread.

‘I swear, if this becomes real I’m deleting my account’, wrote one, while another simply responded by writing: ‘I will delete the app.’

Another wrote: ‘Introducing unskippable ad breaks to Instagram? An app that has already become one giant ad because of influencers? We will simply not be scrolling.’ 

Some frustrated Instagram users even went as far as to claim they would 'delete the app' if the change became permanent

Some frustrated Instagram users even went as far as to claim they would ‘delete the app’ if the change became permanent 

The feature has not yet rolled out to all Instagram accounts and may retain a test, but many were apprehensive at a potential change

The feature has not yet rolled out to all Instagram accounts and may retain a test, but many were apprehensive at a potential change 

While the feature may have been intended to boost ad revenue, a number of users said that they would stop using the app if it were introduced

While the feature may have been intended to boost ad revenue, a number of users said that they would stop using the app if it were introduced 

Should the change become permanent, this would make Instagram closer to the free version of YouTube which shows users unskippable adverts throughout videos. 

However, unlike YouTube, the majority of Instagram users currently do not have the option to pay to remove ads from their experience.

The exception is in the EU where users can pay €9.99 (£8.51) per month to remove adverts from Meta products. 

Many social media users speculated that the introduction of unskippable adverts could be a precursor to a wider rollout of a paid ad-free tier, similar to video streaming giants like YouTube, Disney+ and Netflix. 

One commenter on X wrote: ‘I smell meta “ad free” subscriptions coming.’ 

While another wrote: ‘Lol it’s actually a way to create a more expensive ad tier.

‘Not a bad effort to spin it to make Meta look like they care about us.’

Some suggested that the introduction of unskippable adverts could be a precursor to the introduction of a more expensive advert-free tier

Some suggested that the introduction of unskippable adverts could be a precursor to the introduction of a more expensive advert-free tier 

Instagram users in the EU already have the option to pay a monthly fee to remove adverts but the feature has not yet been offered in other regions

Instagram users in the EU already have the option to pay a monthly fee to remove adverts but the feature has not yet been offered in other regions 



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