Google Chrome will Start Blocking Ads

Internet users deal with abusive ads on a daily basis. There is nothing as annoying as visiting a website that is full of ads, opening an article that redirects you to another website that is full of malware, or clicking on an invisible overlay banner on accident. Google is well aware of this problem and is now implementing measures to protect us from these negative experiences.

Actually, change has been coming for a long time. Google first announced it in June 2017 and promised to implement it earlier this year. In fact, Google introduced a series of measures to battle abusive ads last year by blocking popups and new window requests from these kinds of websites.

However, these measures didn’t go far enough, because more than half of these ads remained unaffected by Google Chrome’s new protection. Luckily, Google has come up with an improved solution with its Chrome 71, which will be released in December. It will completely block ads from abusive sites that don’t comply with the Better Ads standards.

Website owners will be able to check whether their site has any abusive ads by going into the Abusive Experiences Report in the Google Search Report and selecting their website. If something is detected, they will have 30 days to fix the issue. Otherwise, Google Chrome will remove ads on their websites after the deadline.

It remains to be seen how these changes will affect us. In any case, if you own an ad-enabled website, it would be a good idea to get the Abusive Experiences report now and fix any issues in order to prevent problems when the Google Chrome update is rolled out next month.


  1. Malware – software which is specifically designed to disrupt, damage, or gain authorized access to a computer system
  2. Implement – put into effect; execute; apply
  3. Battle – fight; struggle tenaciously to achieve or resist something
  4. Detect – discover or identify the presence or existence of; notice; recognize
  5. Remains to be seen (phrase) – to not be exactly known or decided; be uncertain
  6. Roll out (phrasal verb) to make a new product, service, or system available for the first time

Questions for Discussion

  1. Do you think the new Google Chrome update will solve the abusive ads issue once and for all?
  2. Describe some forms of abusive ads that you deal with as an Internet user.
  3. What kinds of ads are you ok with?


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