Netflix is testing pre-roll trailers before its original shows, but the firm claims they will only promote other Netflix original shows, are “not adverts in the traditional sense”.
The company also reaffirmed its promise to users that third-party adverts will never be shown on the site.
Netflix says the trailers are limited to promotions for its own shows.
Netflix spokesman: We have zero intention of putting ads on our platform; no change at all in policy.
— Emily Steel (@emilysteel) June 1, 2015
“We are not planning to test or implement third-party advertising on the Netflix service,” it said in a statement.
“For some time, we’ve teased Netflix originals with short trailers after a member finishes watching a show.
“Some members in a limited test now are seeing teases before a show begins. We test hundreds of potential improvements to the service every year. Many never extend beyond that.”
The firm’s chief executive Reed Hastings reinforced the point in a personal Facebook post, in which he wrote: “No advertising coming on to Netflix. Period.”
This has helped to address a brief backlash on Twitter and other social media.