About the Acceptable Ads program and "non-intrusive" ads

With AdBlock's default settings enabled, you may occasionally run into a non-intrusive ad. That's because AdBlock participates in the Acceptable Ads program. Acceptable Ads defines strict guidelines to identify non-intrusive ads, which AdBlock shows by default. You can opt out of this setting at any time.


Did AdBlock start the Acceptable Ads program?

No. The Acceptable Ads program was started by Eyeo GmbH. In 2017, Eyeo moved control of the Acceptable Ads program to a third-party review board.


Does that mean AdBlock makes money from advertisers?

No. AdBlock is not involved in running the Acceptable Ads program or deciding what advertisers are allowed in. We do not get a cut of the fees large advertisers pay to join. It's true that Eyeo earns revenue from large companies that pay to be included in the Acceptable Ads allowlist, however, the fees large companies pay subsidize smaller companies, which can join the allowlist for free. No company can pay to allow ads that don't meet the criteria.


Can I turn Acceptable Ads off?

Yes. We believe users should control what they see on the web. That, after all, is what AdBlock is all about. You can easily opt out of the Acceptable Ads program using the steps below.


Chrome, Firefox, and Edge
  1. Click on the AdBlock toolbar icon.
  2. Click on the gear symbol on the pop-up menu.
  3. Select the Filter lists tab.
  4. Deselect the Acceptable Ads option. 
  5. Reload the page where you were seeing ads.
Safari (Mac app)
  1. Click the AdBlock toolbar icon and select Settings.
  2. On the AdBlock window that opens, click on the Filter Lists tab.
  3. Deselect the option Allow some non-intrusive ads. 
  4. Reload the page where you were seeing ads.
Safari (iOS)
  1. Open the AdBlock for Mobile app and tap Settings.
  2. On the Settings screen, toggle the option Allow some non-intrusive ads to OFF.
  3. Reload the page where you were seeing ads.
Samsung Internet (Android)
  1. Open the AdBlock for Mobile app and tap Settings.
  2. On the Settings screen, toggle the option Allow some non-intrusive ads to OFF.
  3. Reload the page where you were seeing ads.

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