Google’s Chrome 71 will block ‘abu­sive’ ads that trick you into click­ing them

Ad block­ers? Who needs ad block­ers?

PCWorld (USA) - - News - BY MARK HACH­MAN

Google Chrome 71, due in De­cem­ber, will block what it calls “abu­sive” ads—ones that em­ploy de­cep­tive el­e­ments to trick users into click­ing on them, Google said re­cently.

In fact, the new browser will re­move all ads from sites that fea­ture these types of ads, the com­pany said in a blog post ( go.pc­world. com/hmad).

Google de­fines an abu­sive ad as one that in­cludes a de­cep­tive be­hav­ior—for ex­am­ple,

an ad that in­cludes a de­cep­tive “close” or “X” but­ton within it. In a le­git­i­mate ad, click­ing such a but­ton would close the ad. A de­cep­tive ad makes the el­e­ment part of the ad it­self, so that click­ing it ac­tu­ally launches the ad. That’s the sort of be­hav­ior that will trig­ger Google’s ire.

Site operators found to har­bor such ads will have 30 days to check their Abu­sive Ex­pe­ri­ences Re­port be­fore Google low­ers the ham­mer and re­moves all ads from the site, Google said.

Google’s move ba­si­cally ac­knowl­edges that the anti-abuse mea­sures (go.pc­world.com/anab) it in­tro­duced with Google 68 a year ago didn’t go far enough. At the time, Google said that about 1 in 5 feed­back re­ports it re­ceives in­di­cate that the user ex­pe­ri­enced some form of un­wanted con­tent. This week, the com­pany said that roughly half of these un­wanted ex­pe­ri­ences in­clude these abu­sive ads, jus­ti­fy­ing the crack­down.

What this means to you: This is cer­tainly a wel­come change for all avid web surfers. Some users kill all ads via ad block­ers any­way—which is why users need to be con­vinced that ads should just be an­noy­ing, rather than out­right harm­ful. Sadly, it may be too late to save the dis­play ad busi­ness.

Google gave two ex­am­ples of abu­sive ad­ver­tis­ing on its blog post about up­com­ing pro­tec­tions against them in Chrome 71.

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