If I am allowed not to look at the screen when an advert is playing, then I should be allowed not to play it in the first place. There is no moral obligation on the part of the viewer here.

An advert is an investment: someone pays money to broadcast something and hopes that will generate awareness. Any investment is allowed to fail.

Wait till they roll out advert quizzes. Answer the 3 questions correctly about the advert you watched before you're allowed to continue.