View all newsletters
Sign up for our free email newsletters

Fighting for quality news media in the digital age.

Google declines to comment on report ad-blocking will become the norm on its Chrome browser

By Freddy Mayhew

Google is set to introduce an ad-blocking feature for its popular Chrome web browser that could be switched on by default, according to reports quoting sources “familiar” with the web giant’s plans.

The ad-blocker would “filter out” online adverts deemed to offer users “bad experiences”, the Wall Street Journal has said .

It is expected that Google, which is now owned by umbrella company Alphabet Inc, could introduce the new feature “within weeks” if it goes ahead, the paper’s sources said.

A Google spokesperson told Press Gazette: “We do not comment on rumour or speculation.

“We’ve been working closely with the Coalition for Better Ads and industry trades to explore a multitude of ways Google and other members of the Coalition could support the Better Ads Standards.”

Ad-blocking has disrupted publishers’ ability to create revenue from digital display advertising. It was said to be putting “severe pressure” on the UK news media industry in the 2016 Digital News Report by the Reuters Institute for the Study of Journalism.

Chrome already blocks pop-ups in news tabs and shows warnings before malware pages. It also offers a number of ad-block extensions for Chrome which are provided by third parties.

Content from our partners
MHP Group's 30 To Watch awards for young journalists open for entries
How PA Media is helping newspapers make the digital transition
Publishing on the open web is broken, how generative AI could help fix it

Google’s touted move comes less than a year after Adblock Plus, the most downloaded online ad-blocking software, launched its Acceptable Ads Platform that whitelists types of adverts – a move described by the Internet Advertising Bureau as “cynical”.

Last week, Press Gazette launched its campaign calling on Facebook and Google to stop destroying journalism.

Topics in this article : ,

Email pged@pressgazette.co.uk to point out mistakes, provide story tips or send in a letter for publication on our "Letters Page" blog

Select and enter your email address Weekly insight into the big strategic issues affecting the future of the news industry. Essential reading for media leaders every Thursday. Your morning brew of news about the world of news from Press Gazette and elsewhere in the media. Sent at around 10am UK time. Our weekly does of strategic insight about the future of news media aimed at US readers. A fortnightly update from the front-line of news and advertising. Aimed at marketers and those involved in the advertising industry.
  • Business owner/co-owner
  • CEO
  • COO
  • CFO
  • CTO
  • Chairperson
  • Non-Exec Director
  • Other C-Suite
  • Managing Director
  • President/Partner
  • Senior Executive/SVP or Corporate VP or equivalent
  • Director or equivalent
  • Group or Senior Manager
  • Head of Department/Function
  • Manager
  • Non-manager
  • Retired
  • Other
Visit our privacy Policy for more information about our services, how New Statesman Media Group may use, process and share your personal data, including information on your rights in respect of your personal data and how you can unsubscribe from future marketing communications.
Thank you

Thanks for subscribing.

Websites in our network