Google-owned YouTube is running an experiment asking some users to disable their ad blockers or pay for a premium subscription, or they will not be allowed to watch videos.

As first spotted by a Reddit user this week, YouTube will display a pop-up warning some users that “ad blockers are not allowed.”

“It looks like you may be using an ad blocker. Ads allow YouTube to stay free for billions of users worldwide,” the message adds.

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It’s currently unknown across how many regions YouTube is displaying these warnings or if the company plans to stop those using ad blockers from accessing the platform altogether.

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