19 June 2019
Google Chrome will from Feb. 15 start blocking ads which violate the guidelines set by the Coalition for Better Ads. Photo: Bloomberg
Google Chrome will from Feb. 15 start blocking ads which violate the guidelines set by the Coalition for Better Ads. Photo: Bloomberg

Google Chrome to block non-compliant ads starting Feb 15

Google has announced that an ad-blocker feature will go into effect on its Chrome platform in less than two months from now, helping curb intrusive or spammy digital advertisements from reaching users.

The search giant will introduce an ad-blocker built in its Chrome browser starting Feb. 15, 2018, according to VentureBeat.

Online ads which violate the guidelines created by the Coalition for Better Ads will be banned by the built-in ad blocker.

Earlier this year, Google joined the coalition, which comprises leading major international trade associations and companies engaged in online media to improve consumers’ experience with online advertising.

The internet giant takes advantage of consumer insights and cross-industry expertise to set new global standards for online advertising meeting consumers’ expectations, it said on its website.

Ads playing sound and video automatically, full page ad interstitials, animated ads, flashing ads and pop-up ads are considered to violate the guidelines created by the group, and they are likely to be blocked, Fortune reported.

Websites containing those violating ads will be notified by Google of potential blocking via its Ad Experience Report tool.

Beginning Feb. 15, the websites will have up to 30 days to rectify a “failing” status of their ads so as to satisfy the coalition’s standards. Site owners can then submit their site for re-review.

If they still fail to fix the violation within 30 days, Chrome browser will remove all those ads bearing the “failing” status from the websites concerned.

From today, Google is making the Ad Experience Report Help Center and its product forums available to help respond to any questions or feedback concerning this ads blocking mechanism.

Members of the coalition include Facebook, Microsoft, Omnicom Media Group, Procter & Gamble, Unilever, News Corp, The Washington Post and Thomson Reuters.

Back in August, Google said it aims to introduce in 2018 a mechanism blocking online ads that violate the rules determined by the coalition.

Many publishers received warnings from Google regarding the coalition’s Better Ads Standards. The entities include Forbes, the Los Angeles Times, The Independent, the Chicago Tribune, LifeHacker and PCMag, among others, according to an report.

This article appeared in the Hong Kong Economic Journal on Dec 21

Translation by Jonathan Chong with additional reporting

[Chinese version 中文版]

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