Facebook has begun testing autoplaying all of its videos — including ads and Facebook Live videos — with the sound automatically turned on.

Users in the test can turn off the sound on individual videos or navigate their way to Facebook’s settings page and turn the sound off for all videos.

The tests, first reported by Mashable, are currently limited to some Australian Facebook users who access the social network on their phones.

The test underscores the current tension underlying the larger digital video boom.

Publishers are focused on growing their video views so they can take advantage of the video dollars advertisers want to spend — but that only works if viewers actually want to watch the videos publishers are showing them, and the ones advertisers want to show them.

It also suggests that advertisers are putting pressure on Facebook to work around ad blockers and now make sure viewers see and hear their ads.

This is hot on the heels of news that P&G pulled out of targetting advertising on FAcebook saying the technique was “too narrow”.

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