YouTube has launched a global initiative to discourage the use of ad-blockers on its platform. The company first introduced this initiative in June, targeting viewers who employ ad-blocking browser extensions to enjoy ad-free content.

The crackdown has now expanded globally, with users reporting that they are unable to watch videos with ad-blockers enabled, IANS has reported.

Christopher Lawton, YouTube’s communications manager, confirmed the global rollout, emphasizing that the use of ad-blockers on the platform violates YouTube’s terms of service. When users attempt to watch videos with ad-blockers enabled, a warning message pops up, notifying them that video playback is blocked unless they either whitelist YouTube or disable the ad-blocker.

The message further encourages viewers to consider subscribing to YouTube Premium for an ad-free experience.

To promote ad monetization, YouTube has taken several steps in 2023. In May, the company announced the introduction of unskippable 30-second ads for its TV app.

Furthermore, YouTube started testing longer ads for TV, which appear less frequently, to encourage users to either watch ads or subscribe to YouTube Premium.

However, these efforts might be offset by a recent $2 price increase for YouTube Premium, as well as an increase in the annual subscription price. These pricing changes could impact the platform’s ability to sway users towards its ad-free subscription service.