The video streaming platform started experimenting in June, when it showed a message to users saying that the video player would be blocked after three videos if the ad blocker wasn’t disabled.

Now, the company confirmed to The Verge that YouTube has started a “global effort” asking users to either purchase a YouTube Premium subscription or allow ads. Prior to that, Android Authority noted that several users complained on the r/YouTube subreddit about seeing warnings in different formats about using ad blockers.

Redditors didn’t fail to notice that while YouTube is cracking down on ad blockers, there are several ads about ad blockers on the service.

YouTube didn’t specify what kind of limitations it is putting on users with ad blockers with this experiment. In a statement, it said that “The use of ad blockers violate YouTube’s Terms of Service.”

YouTube has 80 million paid users across Music and Premium tiers, the company said last year. However, Google is experimenting with different ways to bump up this number. For instance, the company ran tests asking users to pay to watch videos in 4K resolut