YouTube has acknowledged that it has launched a "global effort" to address ad blockers on their platform. "The platform has made global-scale efforts to encourage users to allow ads or try YouTube Premium," said YouTube's communication manager, Christopher Lawton, in a statement to The Verge.

If a user encounters ad blocking on YouTube, they may see a notification that states, "Video playback is blocked unless YouTube is on the allowed list or ad blockers are disabled."

This also includes requests to allow ads or try YouTube Premium. You may also receive a message from YouTube regarding ad blockers but can still watch the video. According to The Verge, YouTube is now blocking ads almost all the time.

YouTube also confirmed that they disabled videos for users who blocked ads in June. However, Lawton explained that it was only a "small-scale global experiment" at the time.

Now, YouTube is expanding this ad blocking policy. According to Android Authority, in recent weeks, more users who use ad blockers cannot watch YouTube videos. Lawton stated that the "use of ad blockers" violates the platform's terms of service and added that "ads support a diverse ecosystem of content creators globally and enable billions of people to access their favorite content on YouTube."

YouTube has made several changes to how ads operate on their platform this year. The company introduced unskippable 30-second ads to its TV app in May and later started experimenting with longer but less frequent ad breaks on TV apps.

YouTube is reportedly hoping that longer ad breaks will encourage more users to subscribe to ad-free YouTube Premium. However, a $2 price increase and the discontinuation of the cheaper Premium Lite package may make this option less appealing.