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For so long Snapchat was a little corner of the app-world that was safe from incessant advertisements and shameless product placement. Apart from the occasional promoted filter, we could snap our friends in peace, sheltered from the cruel ad world within Snapchat’s yellow walls. We were safe; we were good. We had no idea that the bliss would end so soon. That’s right, Snapchat has announced that they’re rolling out Snap ads and nothing will ever be the same.

Starting ‘soon’ Snapchat will be introducing video advertisements between your friend’s stories (they assure us they won’t be interrupting them). From what we know, ads will be skippable (thank goodness!) and carefully monitored by the Snapchat team. They say every ad will have to be approved before it can be featured on the app. So if we have to see ads, at least they’ll be of decent quality. The company believes that because they have waited so long to incorporate advertising, they will be able to avoid the mistakes made by their predecessors (namely Twitter and Instagram). We’ll be the judge of that.

We just hope that these ads really are good quality and aren’t too intrusive. There’s nothing worse than being interrupted by a boring commercial when you’er in the middle of creeping celebrities/friends. On the other hand, if Snapchat can make ads that are as interesting as Chrissy Teigen snapping a pic of John Legend with a flower crown, then we’ll be just fine. Let’s just hope this doesn’t go the way of Twitter and Instagram where we get more ads than actual content.

Don’t let us down, Snapchat.