YouTube has escalated its push against the use of any ad blocker, turning what was initially a limited initiative into a full-scale crackdown around the world.

The platform has “launched a global effort” to encourage users to allow ads or to try out its paid subscription service, YouTube Premium. This was confirmed by YouTube Senior Communications Manager Christopher Lawton to The Verge.

Back in June, YouTube started to roll out what it claimed was a small worldwide experiment that urged viewers who use an ad blocker to either allow ads on YouTube or to try out YouTube Premium before they could watch a video.

This warning is now reportedly popping up for an increasing number of ad block users. Some can still get past the warning and watch a video, while others cannot, as noted by Android Authority.

YouTube makes it clear on its support page that blocking ads violates the platform’s Terms of Service. “If you continue to use ad blockers, we may block your video playback,” YouTube states on its support page.

YouTube’s heightened crackdown on ad blockers has garnered criticism, with some users expressing their willingness to leave the platform should it not reverse course. However, it is highly unlikely for YouTube to soften its stance as advertisements are the biggest source of income for its parent company, Google, according to Android Authority.

With YouTube users in the Philippines potentially being cornered into choosing between disabling ad blockers or going through the service’s hated barrage of unskippable advertisements, YouTube Premium should be enticing for many Filipinos with its Php 159 monthly fee.