YouTube is intensifying its global campaign against the use of ad-blockers on its platform.

YouTube is encouraging users to enable ads and consider a premium subscription for an ad-free viewing experience.

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Users worldwide are encountering an error message that states, “Ad blockers violate YouTube’s Terms of Service,” and goes on to explain, “Video playback is blocked unless YouTube is allowlisted or the ad blocker is disabled.” Unlike in the past, where YouTube would issue a warning about ad-blockers but still allow video viewing, users now have only two options: permitting YouTube ads or opting for a premium subscription.

This warning message was initially introduced as an experiment to select users in June but is now being rolled out globally. According to YouTube, the revenue generated from ads enables the platform to remain accessible to billions of users across the globe.