YouTube is stepping up its efforts to combat the use of ad blockers on its platform. According to a statement by Christopher Lawton, YouTube’s communications manager, published by The Verge, the company has initiated a worldwide campaign to convince users to either turn on ads or subscribe to YouTube Premium.

Users who encounter ad-blocker restrictions on YouTube may see a message stating that “video playback is blocked if YouTube is not on the list of allowed sites or if the ad blocker is not disabled.”

This message also includes suggestions to turn on ads or try YouTube Premium. While some users are still able to watch videos despite YouTube’s banner about ad blockers, others report being blocked from viewing content entirely.

YouTube initially confirmed its actions against ad blockers in June, describing them as a “small global experiment.” However, the company has since stepped up its efforts. In recent weeks, more and more users with ad blockers have reported that they cannot access YouTube videos.

Lawton emphasizes that the use of ad blockers violates YouTube’s terms of service, stating that advertising is crucial to supporting diverse content creators around the world and providing billions of users with access to their favorite content on YouTube.