Abstract: Apparatus, method, and graphical user interface for an alternative advert (AA) system are disclosed. At an electronic device interfacing with an input device and a display, which may be integral or separate, the display is caused to display a first graphical user interface. The first graphical user interface includes a plurality of selectable alternative advert (AA) query items, a first graphical user interface element for accepting an offer to watch advert-free content, and a second graphical user interface element for rejecting the offer to watch advert-free content. In response to detecting, utilizing the input device, a selection of the first graphical user interface element by a viewer, it is determined whether the viewer has signed in. In response to determining that the viewer has not signed in, the display is caused to display a second graphical user interface. The second graphical user interface includes graphical user interface elements for the viewer to sign-in or sign-up.