Many people share the view that there are no "good" ads. They don't want to see any ads at all.

The unfortunate truth is that advertising is pretty much the only way to pay for content on the web right now. It's like ads in print newspapers and magazines. Ads and subscription revenue pay for the staff that creates the content, the paper it's printed on, the trucks that deliver it, and so on. There are direct parallels with web content (content creators, servers, data storage and backup, and Internet access). Unlike print media, by far most users don't want to pay (through subscriptions or in other ways) for the web content they now get for free.

But it might surprise you to know that studies have found that a majority of users don't mind seeing ads to support websites and YouTube channels they love, if the ads are unobtrusive and relevant. To that end, AdBlock participates in the Acceptable Ads program. Acceptable Ads defines strict guidelines to identify non-intrusive ads, which AdBlock shows by default.

We've also proclaimed our support for the EFF's Do Not Track privacy standard. With these moves we’re making it easier for you to support your favorite websites, without degrading your web browsing experience or compromising your privacy.

Did AdBlock start the Acceptable Ads program?

No. The Acceptable Ads program was started by Adblock Plus (ABP), an unrelated product developed by a different company and our friendly rival.

Does AdBlock make any money from Acceptable Ads?

AdBlock does not receive payment from companies to be included in the Acceptable Ads program. Adblock Plus earns a significant part of its revenue from large companies that pay to be included in the Acceptable Ads whitelist, if their ads meet the criteria for non-intrusive advertising. The fees large companies pay subsidize smaller companies, which can join the whitelist for free, again as long as their ads meet the criteria.

ABP is moving control of the Acceptable Ads program to a third-party review board. We think this is a good thing and we’re behind it all the way. We hope the board will include users, not just advertisers and publishers. You can apply to join the Acceptable Ads review board on the Acceptable Ads website.

AdBlock participates in Acceptable Ads because we believe that allowing a few reasonable ads is better than driving good content providers out of business. However, we aren't involved in running the program or deciding what advertisers are allowed in. We do not get a cut of the fees advertisers pay to join.

You're always in control

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.

  • Method 1: Click the AdBlock button and select Options. On the GENERAL tab, disable Allow some non-intrusive advertising.
  • Method 2: Disable the Acceptable Ads filter list on the FILTER LISTS tab.

I want to support websites I love. I just don't want to see ads from Taboola!

That's great! Unfortunately, Acceptable Ads is an all-or-nothing proposition. Whitelist rules (the kind that make up the Acceptable Ads filter list) always override blacklist rules (the kind that block ads). If you have Acceptable Ads turned on, you can't also block some of the ad providers that are on the list.

We agree that Taboola (and to a somewhat lesser extent, Outbrain) ads aren't "acceptable." We're hopeful that when control of the Acceptable Ads list is turned over to that third-party board, Taboola and Outbrain will be removed from it. We encourage you to voice your opinion of Taboola ads on the Acceptable Ads forum.

In the meantime, if you prefer not to see ads from Taboola and Outbrain, we recommend that you disable the Acceptable Ads filter list and just whitelist sites you want to support.

Some websites are able to force Taboola ads past the ad-blocking filter lists, however. You can use a custom filter to block Taboola ads on most sites. Other particularly stubborn sites require additional custom filters.

Is the Acceptable Ads option reset every time you start your browser?

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