EE Considering To Block Mobile Ads on Smartphones

A majority of the people who use the Internet dislike ads. Some are fine with it and others may put up with it because they help support website owners, however, some types of advertisements are just downright annoying and can possibly harm the user’s device in the process (eg. malware, etc).

UK carrier EE is considering giving their customers more control of adverts when using smartphones on the world wide web.

“We think it’s important that, over time, customers start to be offered more choice and control over the level and intensity of ads on mobile. For EE, this is not about ad blocking, but about starting an important debate around customer choice, controls and the level of ads customers receive,” EE CEO Olaf Swantee said to Sunday Telegraph yesterday.

The review is said to look at options of creating tools for users that would enable them to block certain types of advertisements when using their smartphone, such as auto-playing advertisement videos and pop-up ads. It may even go as far as blocking ads served in BlackBerry applications. This may cause some app developers to make their free ad-supported versions of their paid apps to become strictly paid.

EE has not yet set its plan in stone as of yet, however, the chance of it happening is there.