Instagram is stirring the pot with a new test feature: unskippable ads. Unlike the usually sponsored posts and video ads that blend into your feed, these new ads bring scrolling to a screeching halt, forcing you to watch them before continuing.

The news, unsurprisingly, hasn’t been met with cheers. Screenshots of the new ad format have been circulating on X (formerly Twitter) and Reddit in recent days, accompanied by a chorus of groans from disgruntled users.

One such screenshot, posted by Dan Levy on X, showcases a YouTube-style ad break complete with a countdown timer embedded in the main Instagram feed. “The app legit stopped me from scrolling past this ad which is just a bonkers move to me,” Levy wrote, echoing the frustration of many.

Further details about the ad breaks emerged when another Reddit user shared the message displayed after tapping the info button next to the “Ad Break” label. The message reads: “You’re seeing an ad break. Ad breaks are a new way of seeing ads on Instagram. Sometimes you may need to view an ad before you can keep browsing.”

While the initial rollout seems limited, Meta, Instagram’s parent company, confirmed the test to TechCrunch. However, they remained tight-lipped about the test’s global reach. A spokesperson offered a predictable explanation, stating, “We’re always testing formats that can drive value for advertisers.” They added that the company would “provide updates should this test result in any formal product changes.”

This isn’t exactly a shocker. Meta, like Google, thrives on advertising revenue. So, it’s no surprise they’re exploring ways to make their ad offerings more intrusive. Interestingly, in Europe, Facebook and Instagram users now have the option to opt-out of targeted advertising for a monthly fee of €9.99. Whether this model will find its way to other regions remains to be seen.