YouTube has confirmed that it is starting to crack down on ad blockers more actively. YouTube’s communications manager, Christopher Lawton , stated that their goal is to encourage people to allow ads or try an ad-free YouTube Premium subscription.

Now, if you want to enable videos on YouTube, you will see a notification that the video is blocked or the ad blocker is disabled. You’ll also be prompted to allow ads or try YouTube Premium.

Lawton argues that “the use of ad blockers” violates the platform’s terms of service, adding that “advertising supports a diverse ecosystem of creators around the world and allows billions of users to access their favorite content on YouTube.”

Recall that YouTube introduced new features in the application. These include speeding up video playback and searching for a song by humming on a voice recorder.