The new Google Chrome blocker is about to be launched and is taking aim at not only ads that breach accepted standards, but also the websites that house them.
The new ad blocker aims to make the Internet more user-friendly and safe for children, with automatic video ads and advertising that uses questionable content being primary targets. The new Chrome ad blocker will not simply remove questionable ads while users are moving from site to site, but block all ads on a site that has any questionable advertising at all. This, “punish the source,” is a strategy to deter websites that rely on advertising revenue from using nefarious tactics in order to increase their profits. Of course, this is also a harsh measure and Chrome will not immediately punish sites in question, but give them an adequate warning before removing advertising from their sites while viewers are on Chrome.
This is yet another part of the overarching strategy from businesses to enhance advertising standards and create a more child-friendly environment, especially following numerous complaints both from parents and major advertisers. Unilever has threatened to boycott both Facebook ads until guarantees can be made that their ads won’t end up on questionable sites, or associated with nefarious or illegal activity. Likewise, parents have been after blood, following numerous reports of children gaining access to explicit sexual content through ads that appear on what are supposed to be child-friendly sites.
Chrome’s position is apparently that websites, and the technology they use, is the primary problem, rather than the advertisers themselves. There are likely to be questions asked as to any potential conflicts of interest between Chrome and parent company Alphabet, whose Google subsidiary makes a large portion of their income through selling ads on their AdSense and DoubleClick networks, but with the amount of warning given and a focus on extreme cases, any protests will most likely fall on deaf ears.