Instagram is testing a new feature that forces users to pause their scroll for unskippable ads, a move that has drawn criticism despite not charging users directly.
The feature, known as “Ad Breaks,” began appearing for some users in June 2025 and has since triggered complaints across social media platforms.
Instagram's “Ad Breaks” trigger backlash from users
Instagram’s new ad format interrupts user browsing with full-screen advertisements that cannot be skipped until a countdown finishes.
These ads appear suddenly and prevent users from continuing their scroll until the ad ends, making the user experience feel more controlled by the platform.
Several users reported encountering the feature while browsing, describing it as disruptive and frustrating. Some users on Reddit and X (formerly Twitter) referred to it as “a garbage feature” and expressed concerns about the growing number of ads on the platform.
The inability to skip or dismiss the ads has led some to consider deleting the app entirely. Meta, Instagram’s parent company, confirmed that the “Ad Breaks” feature is being tested.
However, the company has not disclosed how long the test will run, which regions are affected, or whether it will become a permanent feature. At the time of writing, no rollout dates or regional details—including whether Malaysia is part of the testing group—have been confirmed.
What this means for Instagram users
The introduction of forced ad interruptions marks a continuation of Instagram’s strategy to increase ad revenue and time spent viewing sponsored content.
In recent years, the platform has added more aggressive advertising features, including suggested posts, Reels ads, and shopping integrations.
While “Ad Breaks” do not involve a direct fee, they represent a different kind of cost: user time and attention. Critics argue that the feature prioritizes advertisers over user experience and reflects a broader trend of platforms becoming less user-friendly over time.
Key observations:
- Feature: Full-screen, timed, unskippable ads that halt scrolling
- Tech specs: Specific ad duration or frequency not disclosed
- Release dates: No official timeline for full rollout
- Pricing: No direct user charges, but viewed as a cost in time and usability
Although the feature is still in testing, it has already sparked debate among users and creators who feel the platform is shifting away from its original purpose of social sharing.
Some believe these changes could lead to decreased engagement if users feel pushed away by excessive monetisation.
If you have experienced these ad interruptions while using Instagram, you are not alone. Do you think Instagram should offer an option to skip these ads or limit their frequency? Let us know your thoughts. Stay tuned to TechNave.com for more updates.
COMMENTS