If you use the popular AdBlock extension for Chrome, you may begin seeing a few more ads. AdBlock had joined the “Acceptable Ads” program.

The program uses specific guidelines to decide if an ad is “non-annoying” and therefore, acceptable to be displayed.  These ads will be displayed by default.


The developer, Michael Gundlach, promises that acceptable ads will be determined by an impartial group of experts.  The creator says he thinks it’s a super-idea, but also announces that he’s decided to see the company and basically get out of Dodge. So, take from that what you will.

The Acceptable ads program was created by was the owners of Adblock Plus.


Web publisher are usually not fond of ad blocking extensions. They intercept web traffic and prevent ads from downloading from other sites, thereby costing them ad revenue. Since most sites are entirely supported by advertising, this can be a problem.  I told you in a previous article about how the developer of the most popular ad-blocking app in the Apple Store, pulled his product even though it was topping the download list because he felt bad about blocking the ads that fellow developers depend upon for support.

The Acceptable Ads program reviews ads for quality and content and decides if they’re suitable for viewing. There had been concern in the past that some advertisers could simply pay to get onto the safe list.

With the Acceptable Ads program, those decisions will be made by an independent board, who presumably, have no dog in this fight.

~ Cynthia