Instagram tests forcing users to watch adverts

Instagram is testing adverts that users cannot skip past.The social media platform currently allows people to swipe or scroll past adverts that appear in its main feed of images and videos, as well as in its Stories and Reels feeds.But it is now trialling a feature called "ad break", which users say they can not flick past as usual.Images shared online show a timer, which counts down to zero before normal functionality can resume."Sometimes you may need to view an ad before you can keep browsing," the Meta-owned platform tells those who click for more information.Instagram has confirmed to the BBC that a trial is under way.“We’re always testing formats that can drive value for advertisers," it said in a statement, adding that it would provide further updates if the test resulted in permanent format changes.

Meta is not the first big tech firm to force people to watch adverts.YouTube is known for showing non-skippable ads to users watching videos on its platform or TV app who do not pay for its ad-free premium tier.A study carried out by TikTok, published in January, suggested forcing viewers to watch adverts might actually lead to less engagement.More than 70% of its participants said they were more likely to engage with the experience of an advert if there was an option to skip it.