Chrome: Adblock Plus update lets some ads slip through now

Martin Brinkmann
Oct 27, 2012
Updated • Apr 2, 2014
Google Chrome, Google Chrome extensions

Adblock Plus has been the most popular advertisement blocking extension for the Firefox web browser ever since its first version got released for the browser. With the rise of Google Chrome can the idea to port the official version of Adblock Plus to Google's browser to give Chrome users the same ad-free browsing experience that the Firefox version offered. The developers of Adblock Plus at the end of 2011 decided to allow acceptable ads in the Firefox version of the extension.

Acceptable ads, as defined by the developers of the extension, are unobtrusive ads that do not bombard you with sound, blinking objects and other annoying distracting elements. The idea behind the move was to "fix the web" for both webmasters and Internet users. Back then I admitted that I liked the move. As a user, I can understand the need to disable annoying advertisement on the Internet. It is distracting and plain awful to deal with. As a webmaster, I earn 100% of my living from the website which is powered by ads. If all Internet users would disable ads, I would not be able to operate the site any longer.

Firefox users still had an option to disable non-intrusive advertising in the extension's options to block all ads on all websites again.

Yesterday's Adblock Plus for Google Chrome update brings the same change to the web browser. The developers of the extension have moved it out of beta and enabled some acceptable ads by default. If you are running Chrome with the Adblock Plus extension installed you may have noticed that some ads, like Google Adsense, has started to appear in the browser.

Chrome users can disable the acceptable ads option easily if they prefer to block all advertisement on the Internet. To do that you need to open the options of the extension.

  • Click on the settings button on the top right and select Tools > Extensions or load chrome://chrome/extensions/ directly
  • Click on Options underneath the Adblock Plus listing
  • Uncheck the "allow some non-intrusive advertising" option under Filter lists.

adblock plus non intrusive advertising

A click on view list displays advertisers, companies and websites that won't be blocked by the extension. On the list are Google, Adsense, Amazon and GMX for instance.

If you do not want non-intrusive ads to be enabled on all sites but still want to "reward" webmasters who run sites that you like, you can add those domains to a whitelist to disable Adblock Plus on those sites.


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  1. Tushar said on September 14, 2015 at 9:31 pm

    Thanks Martin. uTube seems to have been rid of those pesky ads

  2. Andrew said on October 30, 2012 at 9:04 am

    As you said,as a user I hope all the ads can be blocked, but I can understand this change. I doesn’t matter.I still like Adblock Plus .It’s still my favorite extension. I will still keep it in my firefox and avant browser.

  3. EuroScept1C said on October 28, 2012 at 3:50 pm

    Damn it… And I was wondering what the heck is going on. Damn money is getting eveyone easily.

    It happens the same on Firefox. I think the reason is Fanboy’s lists… I changed to Easylist and ads on Google search engine gone.

  4. Hassaan Khan said on October 28, 2012 at 1:57 pm

    Martin, Your post is useful. But my personal favorite is firefox.

  5. Ross Presser said on October 28, 2012 at 4:46 am

    Took me about five minutes of headscratching … finally realized I still use AdBlock, not AdBlock Plus. Different extension.

  6. Stefan said on October 27, 2012 at 5:13 pm

    First thing I disabled. I use Adblock to Block Ads, not to Block Ads Except Those Deemed Unintrusive

    The whitelist is there for a reason, I’ll decide who gets ad revenue from what I browse.

  7. Christoph Wagner said on October 27, 2012 at 4:20 pm

    I thought the idea was great, but after it started showing me ads on google taking up ~40% of the results I decided to disable it again.

    1. Martin Brinkmann said on October 27, 2012 at 4:21 pm

      Well Google is a bad example, as they preach to webmasters not to use too many ads on their sites above the fold, but do the exact opposite on their own.

  8. Spelling Police said on October 27, 2012 at 12:42 pm


  9. Al said on October 27, 2012 at 12:40 pm

    I think you want the headline to be ‘… slip thru’ not threw.

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