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Instagram tests forcing users to watch adverts

The "ad break" feature it is trialling means users cannot scroll or swipe past adverts as usual.

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. Some users have responded by turning to ad blocking tools and browser extensions as a way around adverts that interrupt videos on the platform. A study carried out by TikTok, published in January, suggested forcing viewers to watch adverts might actually lead to less engagement.

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