Beginning July 9, 2019, Chrome web browsers worldwide will expand user protections and stop showing disruptive and potentially harmful ads. The safeguards are in place for North America and Europe, but will expand globally come summer.
Google’s planned update for July 9 is driven by the Better Ads Standards developed by the Coalition for Better Ads, a consortium dedicated to improving the web advertising experience based on feedback from over 66,000 consumers worldwide.
The group has identified 12 advertising tools that users find intrusive, including pop-ups, auto-play ads, presidential ads, and large sticky ads. Mobile users are particularly disrupted by full-screen scroll over ads, flashing animated ads, banners with a density larger than 30%, and others.