Ad blockers circumvent Facebook's unblockable ads

Well, that didn't take long.

Let the whack-a-mole game begin. A mere two days after Facebook blocked ad blocking software, the ad blockers have managed to block Facebook’s ad blocker-blocker.

Thursday morning, Adblock Plus announced that a new filter for banning Facebook’s ads has been added to the main EasyList filter list used by the extension. Here’s how to force Adblock Plus’s filter list to update if you want in on the adblocking action.

But you might not rush to do so. Adblock Plus’s blog post warns that the new filter hasn’t been heavily tested and may block additional content. An initial response sent out by Facebook suggests it may indeed be doing so.

“We’re disappointed that ad blocking companies are punishing people on Facebook as these new attempts don’t just block ads but also posts from friends and Pages,” a spokesperson told AdAge. “This isn’t a good experience for people and we plan to address the issue. Ad blockers are a blunt instrument, which is why we’ve instead focused on building tools like ad preferences to put control in people’s hands.”

“Punishing people” seems like a bit much, but that last line refers to enhanced ad preference tools Facebook rolled out alongside its adblocker-blocking technology.

If you see an ad in your Facebook News Feed, click the drop-down arrow on the top left of the ad, and then choose “Manage your ad preferences.” There, you’ll be able to see which topics Facebook thinks you’re into, and advertises against. Deleting them all should eliminate hyper-targeted ads—though not all ads, and Facebook will repopulate the list over time. Blocking ads via ad blockers isn’t possible in Facebook’s mobile apps, only in-browser.

facebook ads

Facebook ad examples.

If the new filter is indeed blocking normal posts and pages, the issue lies with Facebook, Adblock Plus communications manager Ben Williams told CNET. “If they are classifying ads as normal content it would appear they have an issue on their end.”

Adblock Plus isn’t the only adblocker software investigating Facebook’s new stance. When reached for comment, uBlock Origin founder Raymond Hill pointed out that an issue had already been opened about Facebook’s adblocker-blocking. Since then, uBlock Origin has also added a new filter that eliminates Facebook ads.

The story behind the story: Adblocking is a contentious issue. Some publishers liken it to stealing, while users activate adblockers for a number of reasons, ranging from privacy and security concerns to flat-out disliking ads. Ironically, most of those concerns don’t apply to Facebook, as pseudonymous Twitter account SwiftOnSecurity pointed out in an astute tweet:

Earlier this year, Facebook expanded its in-house ad network reach beyond Facebook and onto other websites. Even if you don’t have a Facebook account, the social giant will track you using cookies in order to serve you targeted ads as you traverse the World Wide Web—unless you use software (like uBlock Origin, Adblock Plus, or the EFF’s Privacy Badger) that hides your activity from advertisers.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Conversations over a cuppa with CMO: ABC's Leisa Bacon

In this episode of Conversations over a Cuppa with CMO, ABC's director of audiences, Leisa Bacon, shares how she's navigated the COVID-19 crisis, the milestones and adaptability it's ushered in, and what sustained lessons there are for marketers as we start to recover.

More Videos

Remote working has gained a lot of attention in the past few months. And the key driver to the smooth workflow of remote working is obvio...

varun

How to manage social media during Covid-19

Read more

Hi everyone! Hope you are doing well. I just came across your website and I have to say that your work is really appreciative. Your conte...

Rochie Grey

Will 3D printing be good for retail?

Read more

Zero proof spiritsUsa since 2011 www.arkaybeverages.com🤪🤟

Sylvie

How this alcohol-free spirits brand rode the health and wellness wave

Read more

okay this a good newsmaybe i gonna try it

kenzopoker1

CMO's top 8 martech stories for the week - 9 July 2020

Read more

Very insightful. Executive leaders can let middle managers decide on the best course of action for the business and once these plans are ...

Abi TCA

CMOs: Let middle managers lead radical innovation

Read more

Blog Posts

Why CMOs need a clear voice strategy to connect with their customers

Now more than ever, voice presents a clear opportunity to add value to an organisation in many ways. Where operational efficiencies are scrutinised, budgets are tighter and discretionary consumer spend at a low, engaging with an audience is difficult.

Guy Munro

Head of innovation and technology, Paper + Spark

MYOD Dataset: Building a DAM

In my first article in this MYOD [Make Your Organisation Data-Driven] series, I articulated a one-line approach to successfully injecting data into your organisation’s DNA: Using a Dataset -> Skillset -> Mindset framework. This will take your people and processes on a journey to data actualisation.

Kshira Saagar

Group director of data science, Global Fashion Group

Business quiet? Now is the time to review your owned assets

For businesses and advertiser categories currently experiencing a slowdown in consumer activity, now is the optimal time to get started on projects that have been of high importance, but low urgency.

Olia Krivtchoun

CX discipline leader, Spark Foundry

Sign in