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

Blog Posts

Will our manners go the same way as texting when robotic servants take over?

Much of the talk in the industry is focused on the limited amount of time that screens have left in our lives.

Katja Forbes

Founder and chief, sfyte

Social purpose: Oxygen for your brand health vitals

If trust is the new currency, then we’re in deep trouble. Here's why.

Carolyn Butler-Madden

Founder and CEO, Sunday Lunch

Customer experience disruption: Healthcare faces a bitter pill

Over the past decade, disruptors such as Amazon, Apple and Australia’s Atlassian have delivered technology enhanced customer experiences, which for the most part, have improved customers’ lives and delivered unparalleled growth. Can they do the same for healthcare?

Alex Allwood

Principal, All Work Together

Thank you for sharing such an informative post about Yoga Mats.....we also offers Yoga Mats at very affordable prices. For more info you ...

Yogamats India

Food for Thought: How a policy of diversity and inclusion helps improve CX

Read more

Does Magento have any progressive web apps?

libertylady

​Adobe aims to compete with the big guns in digital commerce

Read more

According to the executive manager for commercial and marketing within the Events Melbourne team, Lucan Creamer, the City’s vision for th...

Armstrongsmith

Melbourne Fashion Week: Using digital and insight to drive engagement and attendance

Read more

The key difference is designers no longer have to spend all their time translating their ideas into digital models, which is the grunt wo...

Armstrongsmith

What automated design is going to do to 3D printing and product customisation

Read more

The four financial-oriented metrics employed are return on marketing investment; revenue per customer; marketing expenditure versus budge...

Armstrongsmith

Report: Accountability key to marketing's influence in business

Read more

Latest Podcast

More podcasts

Sign in