Instagram is testing unskippable commercials

Instagram is testing ads that users cannot skip or scroll past. Users must wait a few seconds before they can operate the app again.

The addition of unskippable commercials was discovered by several users on X and Reddit. A spokesperson for Meta confirms to TechCrunch that the company is working on this feature. “We are continually testing formats that can add value to advertisers. If this testing leads to formal product changes, we will provide updates.”

According to users, these advertisements can appear between both Stories and regular posts. After a certain time, an advertisement appears on the screen and users can no longer scroll further. A timer will then appear on the screen and will expire after six seconds. It is unclear how large-scale the test is.