Yahoo Mail is reportedly testing a feature that blocks users who block ads.

Digiday first spotted people complaining in an Adblock Plus forum thread about Yahoo Mail being blocked on Chrome and Firefox.

Some have since found workarounds, but many are complaining on Twitter and threatening to ditch Yahoo. Even Andrei Herasimchuk, Yahoo's former Senior Director of Product Design who helped revamp Mail, tweeted his regret over the adjustment.

But as Digiday pointed out, the practice of preventing ad-blocking users from accessing sites is becoming more popular. London's City AM newspaper, for example, just launched such a trial. And The Washington Post has been experimenting with a similar tactic since September.

"At Yahoo, we are continually developing and testing new product experiences," a company spokeswoman told PCMag. "This is a test we're running for a small number of Yahoo Mail users in the U.S."

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