Google appears to be scaling up the ads it shows to Gmail users according to tens of online reports and social media posts.

While ads have played an integral part in the Gmail interface for years helping to drive revenue and ultimately keep the email service free, it has so far been easy to distinguish ad content from legitimate emails.

Now, Google looks to be embedding ads in the middle of users’ inboxes, rendering them a whole lot more difficult to recognize.

Ads in Gmail

As well as ads designed specifically to look like regular emails, many screenshots have uncovered much larger, interactive ads, filled with pictures and other content.

A distinct lack of announcement has s