The Adblocking Tug-of-War

Online advertising subsidizes a majority of the “free” services on the Web. Yet many find this approach intrusive and annoying, resorting to adblockers to get rid of ads chasing them all over the Web. A majority of those using an adblocker tool are familiar with messages asking them to either disable their adblocker or to consider supporting the host Web site via a donation or subscription. This is a recent development in the ongoing adblocking arms race which we have explored in our recent report, “Adblocking and Counter Blocking: A Slice of the Arms Race”. For our study, we used popular adblockers, trawled the Web and analyzed some of the most popular sites to uncover how many are using anti-adblockers. Our preliminary analysis found that anti-adblockers come from a small number of providers, are widely used, and that adblockers also often block anti-adblockers

Chapter (When) Is Adblocking Wrong?

In this chapter, I examine three deontological objections to adblocking: the objection from property (according to which adblocking involves accessing another’s property without satisfying the conditions placed on such access by the owner), the objection from complicity (according to which, by blocking ads, consumers become complicit in wrongdoing of adblocking software providers), and the objection from freeriding (according to which adblocking consumers free-ride on other consumers who allow ads to be served). I argue that, though these objections plausibly establish the moral impermissibility of some instances of adblocking, they do not, even collectively, establish a blanket moral prohibition on adblocking, as it is currently done