YouTube Is Adding More Preventative Measures Against Ad Blockers

YouTube has recently hardened its policies as a way to minimise the use of ad blockers by threatening to disable video playback for users employing such tools. The company argues that ads on its platform support content creators and enable millions worldwide to access the service.

A notice displayed to users blocking ads outlines YouTube’s position, stating, “When you block YouTube ads, you violate YouTube’s Terms of Service.” The message presents users with two options: allow ads on YouTube or subscribe to YouTube Premium. Failure to comply may result in video playback restrictions. This move by YouTube underscores the platform’s determination to uphold its advertising model and maintain revenue streams.


Instructions for All Major Ad Blockers


YouTube actively urges users to permit ads by offering clear instructions for popular ad-blocking extensions like AdBlock, Adblock Plus, and uBlock Origin. Follow these steps to whitelist YouTube and seamlessly reload the platform without encountering ad interruptions:




  • Locate the AdBlock icon in the upper right-hand corner of your browser extension.
  • Click on AdBlock, and a small number may be covering it.
  • Choose “Don’t run on pages on this site.”
  • In the “Don’t run AdBlock on” dialog, click “Exclude,” and you’ll notice the AdBlock icon changing to “Allowed.”
  • Reload YouTube for the changes to take effect.


Adblock Plus:


  • Find the Adblock Plus icon in the upper right-hand corner of your browser extension.
  • Click on Adblock Plus, and a small number may be covering it.
  • Click the Power button icon so that it slides left.
  • Refresh YouTube by clicking the Refresh button.


uBlock Origin:


  • Locate the uBlock Origin icon in the upper right-hand corner of your browser extension.
  • Click on uBlock Origin, and a small number may be covering it.
  • Click “Power,” and you’ll see the icon turning gray, indicating that ads on YouTube aren’t blocked anymore.
  • Reload YouTube by clicking the Refresh icon.


For users employing other ad-blocking extensions, follow these general steps:

  • Click the icon of your ad blocker extension, typically in the upper right-hand corner of your browser (Note: You may have multiple ad blockers installed, so just check that.)
  • Follow the instructions for disabling the ad blocker for YouTube. This might involve selecting a menu option or clicking a designated button.
  • Reload YouTube, either by following the provided instructions or clicking your browser’s “Refresh” or “Reload” button.

With these straightforward guidelines, YouTube aims to facilitate a user-friendly experience while supporting content creators through ad revenue.


Addressing Issues and Reporting Problems


In case users encounter issues or receive an ad blocker-related message inaccurately, YouTube provides a reporting mechanism. Users can report the problem by clicking on the “Report issue” option in the message. This is YouTube’s way of addressing concerns and refining its approach based on user feedback.


Initial Crackdown and Limited User Impact


YouTube’s battle against ad blockers began with warnings and pop-up messages, initially reaching a limited audience. The company gradually expanded its efforts, leading to a more significant crackdown in September. The escalation included measures to stop videos from playing for users persistently ignoring ad-block warnings. YouTube’s global initiative aimed to make users disable ad blockers, sparking discussions on the potential end of ad-free viewing.


Media Attention and User Reactions


The size of YouTube, with over 2.5 billion monthly active users, attracted substantial media attention to its conflict with ad blockers. Reports questioned the fate of ad-free YouTube and whether the platform’s tactics would force users to reconsider using ad blockers. Despite the initial panic and uninstalls prompted by YouTube’s actions, the impact on ad-blocking extensions proved to be resilient over time.


Statistics and User Response


Analysing data from AdGuard, a prominent ad-blocking extension, reveals a temporary 8% drop in active users during the early stages of YouTube’s crackdown. However, this decline was short-lived, with a subsequent rebound and increased interest in the extension. The statistics indicate that, despite challenges and adjustments, ad blockers, particularly extensions, weathered YouTube’s offensive. Notably, desktop applications employing advanced filtering methods experienced fewer disruptions, showcasing the adaptability of different ad-blocking tools.


Introduction of “Suboptimal Viewing” Experience


YouTube’s latest strategy involves deliberately slowing down the service for users detected to be employing ad blockers. This intentional delay in video loading, described by YouTube as a “suboptimal viewing” experience, aims to encourage users to disable ad blockers or consider premium subscriptions. The approach mimics the tactics employed by certain ad-supported websites to restrict access or display notices to users suspected of using ad blockers.


Reports of Slowdown Impact


Recent reports suggest an expanded rollout of YouTube’s slowdown punishment, causing severe loading lags for users employing ad blockers. Users express frustration over delayed video buffering, unresponsive previews, and system crashes. Some users mistakenly attribute these issues to their internet connections, just showing how effective YouTube’s strategy to create a perceived negative impact on user experience likely is.


Impact on YouTube Premium Subscribers


Interestingly, even users with YouTube Premium subscriptions, designed to offer an ad-free experience, report encountering slowdown issues when ad blockers are enabled for other reasons. The slowdown is reportedly resolved only by disabling the ad blocker in use. This development raises questions about the unintended consequences of YouTube’s aggressive measures and their impact on legitimate premium subscribers.

YouTube’s relentless war against ad blockers has evolved over time, prompting mixed reactions from users and industry observers. While the platform’s attempts to discourage ad-block usage have led to fluctuations in user numbers and sparked temporary panic uninstalls, ad-blocking tools, particularly extensions, have demonstrated resilience.