YouTube is ramping up its ad blocker crackdown via a pop-up to warn users they must remove the privacy-preserving extensions in order to use the service.
The initial test—seeing a pop-up stating that “ad blockers are not allowed on YouTube” and asking people to disable them—started on YouTube in May. It started ramping up in October to a global YouTube audience, angering users, who took to sites including Reddit to complain.
Unfortunately for anyone who wanted a U-turn on the ban, it looks like YouTube’s ad blocker crackdown is working. Ad blocking companies have shared figures showing “hundreds of thousands” of people uninstalling ad blockers in October, according to an article on Wired.
Yet,at the same time, record numbers of people installed new ad blockers as users rushed to find alternatives that wouldn’t trigger YouTube’s pop-up. Some users even tried Microsoft’s Edge as they looked to escape the ad blocker ban, according to Wired.
The ad blocker crackdown came after tests on user tolerance for more adverts—and it has also arrived as the YouTube Premium price rises by $2 to $13.99.
YouTube Says Ad Blockers Violate Its Terms Of Service
YouTube has pointed out that ad blockers go against its terms of service. A spokesperson told me last month: “The use of ad blockers violate YouTube’s Terms of Service. We’ve launched a global effort to urge viewers with ad blockers enabled to allow ads on YouTube or try YouTube Premium for an ad free experience. Ads support a diverse ecosystem of creators globally and allow billions to access their favorite content on YouTube.”
YouTube says creators receive the majority of revenue for long form videos on YouTube and claims YouTube has paid over $50 billion to creators, artists and media companies.
“I have seen YouTube’s new policy against ad-blockers referred to as “greedy” but I feel like ad blockers are greedy,” YouTube creator Hank Green said in a recent tweet. “They’re like saying, “You, other person, you watch ads so I don’t have to.”
How To Stop The YouTube Ad Blocker Pop-Up
There’s no doubt about it, ads are annoying—and so is the pop-up—so what can you do?
As I wrote previously, ad blocking service Adblock Plus lists recommendations on its site. If you see YouTube’s anti-ad block wall, it recommends keeping your filter lists up to date so any changes made by filter list authors are being applied to your extension.
It also suggests adding YouTube to your Allow List to at least get some respite from annoying ads on other sites.
According to Wired, YouTube’s test has affected users Chrome on laptops and desktops. “It doesn’t affect people using YouTube’s mobile or TV apps, YouTube’s mobile site, or watching YouTube videos embedded on other sites,” Wired wrote. This suggests that using another browser would avoid the YouTube pop-up appearing—or of course, you could avoid YouTube altogether.
Google doesn’t confirm how many times the pop-up will appear before your content is blocked, with many people saying they can still watch videos. However, others are saying the opposite, with Android Authority and tech site the Verge reporting people being blocked all the time. The pop-up shows whether you are logged into YouTube or not and even if you’re using Incognito Mode.
Everyone knows YouTube owner Google’s business model—the firm makes money from advertising. It should therefore be obvious that it’s probably not going to change its mind. However, Wired reports a similar drive from Facebook in 2016 became too resource-hungry to maintain.
Many people will be hoping YouTube feels the same.
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