It sounds like a dystopian nightmare, yet it's fast becoming a reality: Facebook has announced it's going to start testing in-headset VR adverts.
Facebook initially started testing adverts on the Oculus mobile app last month, but it's now taking things a step further by trialling adverts inside the Oculus Quest VR headset. The adverts are first being tested in a game called Blaston by Resolution Games, and will roll out to a couple of other apps "over the coming weeks".
Judging by a gif on the Oculus blog showing an in-headset advert, it looks like players can point at an advert to click on a link or save it for later. There's also a drop-down menu to report and hide ads, and an option to tweak user preferences.
