Yahoo has confirmed it is testing a new product which prevents users from viewing their email accounts if they have downloaded ad-blocking software following a raft of complaints from users in the States.
Some users reported that Yahoo Mail was displaying a message asking them to disable their ad-blocker before they could access their inbox, although members of one ad-blocking forum said they had already managed to circumvent the restriction.
Yahoo’s move follows growing controversy over ad-blocking software; last week former National Security Agency contractor Edward Snowden insisted it was Internet users’ “duty” to install the software in order to protect themselves and their devices from rogue advertising.
Meanwhile the Internet Advertising Bureau in the UK has tried to play down the rise of ad-blockers, despite the fact that nearly one in five people have now installed the software.
The Ad Blocking Report, conducted online by YouGov, shows that 18% of people now use the software – up from 15% in June – although if this increases at its current rate it will reach 25% – a quarter of the population by next year.
Snowden claims it is your ‘duty’ to block ads
IAB rejects ‘adblockalypse’ now, yet take-up rises
Revealed: why ad-blocking has not hit mobile yet
£50bn of ads face block by 2016
Online giants ‘pay to skirt Adblock’
IAB blasts ad blocking consumers
Consumers fume at ad retargeting
Consumers blast invasive mobile ads
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