Three to Hold Mobile Ad-Blocking Trial Next Month (But Don't Forget to Sign Up)

By Aatif Sulleyman on at

Three has announced that it will hold a 24-hour ad-blocking trial in mid-June, and will soon begin contacting customers to get them to sign up for it. Though plenty of us use ad-blockers on desktop computers, they’re far less popular on mobiles, and this move represents the first instance of network-level ad-blocking in the UK.

The mobile operator says it will reduce data costs, improve customer privacy and deliver a better mobile experience with its ad-blocker, but insists that it doesn’t want to kill off adverts altogether.

“The current ad model is broken,” said Three UK chief marketing officer Tom Malleschitz. “It frustrates customers, eats up their data allowance and can jeopardise their privacy. Something needs to change.”

Read More: Which UK Network Offers the Cheapest Roaming Charges?

The company has its mind set on creating “a new form of advertising” -- whatever that may be -- while working alongside ad firms, publishers and customers. It'll be interesting to see how or indeed if Three manages to roll it out properly, as the company faces a long list of legal battles relating to competition rules. It'd be cool to see Jackson in court though. [Guardian]