The service has been offering a "soft" warning to select customers over the last few months, but will be more direct in the fall.

If you’ve been watching HBO Max through someone else’s password, the current gentle encouragement to change your behavior get serious.

However, in a world where streamers are getting more expensive and inaccessible to groups of people (e.g., if you’re a family in the same home, it makes sense to share one account, however, HBO Max does not offer a family subscription tier), the decision to make password sharing harder is one that’s already not going down well with its subscribers.