Gen Z May Be Blocking Your Ads—Here’s Why

Did you know that those digital campaigns you may be spending hundreds of thousands of dollars on…could just be getting blocked by Gen Z? We surveyed our Youthtellers (ages 15-27) on the topic and found that young people have been quietly blocking, hiding and hitting ‘not interested’ on the ads popping up on their FYP. 

Their responses highlight a new digital marketing landscape that prioritizes authenticity in ways you may never have thought of before. Keep reading to understand why Gen Z ads get easily dismissed, and what you can do to make them better. 

Gen Z ads are getting blocked more than ever?! 

Based on our recent Youthteller survey, almost 40% of Gen Z respondents have blocked a brand at least once in the last three months, and 10% admit to doing it even more often. But many aren’t going as far as to block an ad, often (85%) choose to simply hit the ‘not interested’ button on the ads that pop up on their FYP. Showing a quiet, but more frequent and algorithm damaging reaction to ads they don’t like. 

In other words, Gen Z might not be blocking your brand outright, but they are actively removing Gen Z ads from their feeds whenever something feels off. 

The worst part? Many respondents (53%) said that having to hide an ad at all makes them feel annoyed at the brand, even if they might still be willing to shop there. 

Why Gen Z ads get blocked 

The top reason young people are blocking ads is due to repetition. 60% say they will block or mute brands when ads appear too often. A close second (46%) is when ads feel overly cringe or annoying in the way they target young people. Pointing to the fact that, yes, Gen Z does want you to understand them, but at least be yourself about it. 

Instead of just scrolling away, young people aren’t afraid to skip, hide, or block when something feels automated, out-of-touch, or clearly targeted incorrectly.

As one respondent put it:

“I blocked Manscaped; I kept getting their ads over and over on YouTube even though I’m a woman.” 25 Y/O in Texas

Young people’s trust with brands is fragile, and your tone matters. Other blocking triggers include the overuse of AI in your ad, click-bait messages or content that feels tone deaf. 

What blocking does and doesn’t mean

While Gen Z is increasing the rate in which they block brands, that doesn’t always mean long-term rejection. 61% say that even if they blocked you, that doesn’t change if they’ll shop from you in the future. For many, they just want control over their space and less digital clutter. 

However, 32% say it does decrease their perception of a brand if the ad violates their values, feels unethical or is overly aggressive in their messaging. 

But, don’t despair! We also took a moment to ask what the most successful Gen Z ads include and found that ads that show cultural awareness, avoid AI gimmicks, feel human and collaborate with trusted creators can do even better than some regularly posted content. 

What brands should learn from Gen Z’s behavior

1. Frequency matters more than ever

Gen Z knows that you have to post multiple times a day in order to keep the algorithm's attention, but don’t keep posting similar items over and over. Have fun with what you share! 

2. Relevance is non-negotiable

Young people expect targeting to make sense. Showing the wrong product to the wrong user is a fast track to a block.

3. Avoid tone-deaf or forced “relatability”

Being a little bit cringe is a brand risk when you hop on a meme. Gen Z can tolerate that, but at least know the lore behind what you’re posting about. 

4. AI is not a shortcut

AI-generated visuals or messaging that feels synthetic triggers immediate distrust.

5. Values matter, but heavy-handed political ads don’t

Gen Z wants authenticity, not agenda-pushing campaigns.

FAQ

Does Gen Z block ads more than other generations? --Yes, they hide and mute ads more frequently, even if they don’t always block brands entirely.

Does blocking mean a brand is “canceled”? --No. Most blocking is about avoiding annoyance, not rejecting the brand long-term.

Do Gen Z ads perform better with creators? -- Yes, creator collaborations make ads feel human, contextual, and culturally relevant.

Are political Gen Z ads the most blocked? --Absolutely. Political and financial ads receive the highest rates of blocking because they may not align with personal values.