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Chrome will soon ad-block an entire website if it shows abusive ads

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Google says that Chrome 71 will remove all ads on the sites that consistently show abusive experiences. Chrome 71 will start rolling out from December, and the tech giant will give site owners a 30-day window to fix experiences flagged by them before Chrome begins to remove ads. As a fair explainer, Google will publish an Abusive Experience Report to let site owners see if any abusive experiences are there on their site, and needs to be corrected or removed.


Although users will have the option of turning this filtering off, the majority are likely to leave their settings at their default values, effectively withholding a huge portion of a flagged site’s revenue.

Starting with Chrome 71, Google plans to improve its ability to block all ads on websites that feature what the company calls “abusive experiences.” According to Google, this includes,




  • Fake Messages – Ads or other elements that resemble chat apps, warnings, system dialogs, or other notifications that lead to an ad or landing page when clicked.
  • Unexpected Click Areas – Transparent backgrounds, non-visible page elements, or other typically non-clickable areas that lead to an ad or landing page when clicked.
  • Misleading Site Behavior – Page features such as scroll bars, play buttons, “next” arrows, close buttons, or navigation links that lead to an ad or landing page when clicked.
  • Phishing – Ads or page elements that attempt to steal personal information or trick your users into sharing personal information.
  • Auto Redirect – Ads or page elements that auto-redirect the page without user action.
  • Mouse Pointer – Ads or page elements that resemble a moving or clicking mouse pointer that attempt to trick a user into interacting with it.
  • Malware or Unwanted Software – Ads or page elements that promote host, or link to malware or unwanted software that may be installed on your users’ machines.
  • Ads with Missing or Misleading Branding – Ads that promote or depict unidentified or fictitious businesses. Examples include ads or other elements that are missing a company name, branding, and a logo–even if a generic description is included.
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