Overview

• The new 'ad break' feature locks scrolling until users watch a timed ad.
• Many users have expressed frustration, with some threatening to leave the platform.
• Meta claims the test aims to drive value for advertisers, but studies suggest forced ads may reduce engagement.
• This approach mirrors YouTube's non-skippable ads, but Instagram's format is more disruptive.
• Meta has not confirmed if the feature will be permanently implemented.