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Google Chrome 71 will block all ads on sites displaying abusive behavior

Google Chrome will further restrict harmful and fraudulent ad behavior on its web browser.

  • Published: November 6, 2018 12:28 PM IST

Google is making it even more difficult to display ads that are being shown persistently on a site. With the release of Google Chrome 71, slated for release next month, the search giant will one of the biggest pain points with most websites. The inclusion of persistent ads cause browsers to misbehave and often lead to creation of a fake system messages and tend to redirect you automatically. These persistent ads also include scripts that could be programmed to steal personal information. Not anymore.

Google is addressing one of the basic problem with the web and it is not the first time that it is taking action against such practice. With the release of Chrome 68, Google introduced a new feature that would websites from opening new tabs or windows, if they were reported for serving abusive experiences. With Chrome 71, Google will give owners of an abusive site a grace period of 30 days to clean up their website after it is reported for abusive experience. If they fail to remove those abusive ads from their websites then Chrome will block every ad on the site, regardless of whether it is classified as abusive or not.

“More than half of these abusive experiences are not blocked by our current set of protections, and nearly all involve harmful or misleading ads. These ads trick users into clicking on them by pretending to be system warnings or “close” buttons that do not actually close the ad. Further, some of these abusive ad experiences are used by scammers and phishing schemes to steal personal information,” Vivek Sekhar, Product Manager, wrote in a Chromium blog.

Google says Chrome users will get an option to turn off this filtering option where all ads are blocked on a site not restricting abusive ads. But it is likely that most Chrome users will leave the setting as it is and thus affecting the revenue of a site not complying with Google’s terms.

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Google Chrome is the most popular web browser and it indirectly serves as the gatekeeper to reach audience. By removing ads classified as abusive, the sites will not only load faster but also much more accessible. It is an incentive for Google but all websites complying stand to benefit as well.

  • Published Date: November 6, 2018 12:28 PM IST