New Delhi: YouTube is currently conducting a trial of a new policy that aims to deter users who repeatedly block ads from accessing videos. Under this experimental policy, a select group of users will be subject to a "three strikes" system, which may lead to video playback being disabled.

The policy unfolds as follows: Upon the first instance of ad blocking, users will receive a warning message as a reminder of the platform's ad-supported nature. If the user persists in blocking ads after the initial warning, they will receive a second cautionary message. Finally, if ad blocking continues following the second warning, their video playback will be disabled as a consequence.

YouTube's decision to test this policy is a direct response to the decline in ad revenue the platform has experienced. The company claims that ad blockers are responsible for billions of dollars in lost revenue each year.

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Initial user responses to the trial policy have been mixed. Some individuals have expressed support, viewing the measure as a fair means of supporting content creators who heavily rely on ad-generated revenue. Conversely, critics argue that the policy infringes on their privacy rights, considering it an unwarranted intrusion.

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It remains uncertain whether YouTube intends to implement the new policy on a wider scale. The platform emphasizes that it is currently in the testing phase and will assess the outcomes before determining whether to extend it to all users in the future.

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Additional details include:

• The three strikes policy is currently being tested exclusively with a small group of users based in the United States.
• In cases where video playback is disabled, users will have the option to restore access by disabling their ad blockers.
• YouTube has assured that users who employ ad blockers for legitimate reasons, such as blocking malicious ads, will not be affected by the policy.
• The company will make a definitive decision regarding the potential rollout of the new policy to all users at a later stage.