Google is planning to introduce ad-blocking technology to Google Chrome, the world’s most popular web browser, a move that could cause uproar in online media and potentially lead to antitrust scrutiny.
Chrome, which is used by more than half of the world’s billions of web users, could introduce the feature on its mobile and desktop browsers in the coming weeks, according to reports.
Margrethe Vestager, the EU’s competition commissioner who is already leading multiple investigations into Google’s dominance, said she would “follow this new feature and its effects closely”.
Ad blockers disable particular pieces of code when loading web pages, which means the adverts many websites rely on for revenue do not load and are rendered invisible. Google introducing ad blocking, however, would have massive implications.
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