Unskippable ads are tech’s latest curse – and now they’re even coming to Instagram

Unskippable ads are a growing menace on smartphones and streaming boxes – and if you thought Instagram was safe, think again. The social media giant has just confirmed that it’s testing YouTube-style ad breaks that you can’t skip.

Over the past few days, some aghast Instagram users (like @TheDanLevy below) have posted screenshots showing a pop-up called ‘Ad break’ with a countdown timer (like the one below). And unlike Instagram’s typical advertisements, these can’t be scrolled or swiped past – you have to wait until the ad’s finished.

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