(KTLA) – YouTube viewers will have little room to escape ads after the platform announced the launch of its “Pause ad experiences.”

The Google-owned platform announced Thursday that it has “widely rolled out Pause ads to all advertisers,” meaning that an ad will pop up on the side of the screen when a YouTube video is paused.

“This is seamless for viewers and allows them to learn more about a brand. It’s been a beneficial update for the entire YouTube ecosystem and one of the elements of the modern CTV ads experience,” a Google spokesperson said in a statement to multiple media outlets.

The Verge was the first to report on the latest development.

YouTube has said the latest update will create a less interruptive viewing experience for viewers, but many on social media don’t think that’s the case.

Of course, users can bypass the ad experience altogether by subscribing to YouTube Premium for $13.99 a month for an individual.