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In few days Google will introduce advertising blocking in Chrome Apparently Google plans to introduce an advertising blocking feature in Chrome. The new feature, which could be available in just a few weeks, would activate by default for all users and all versions of the browser, preventing the display of all ads that damage the user experience. The news, without official confirmation yet by Google, saw the light this week in The Wall Street Journal, citing as a source "people familiar with the company's plans." Of course, Google will not block the ads in your ad network, but all those defined as "unacceptable" by the Coalition for Better Ads. This coalition, whose members include Google and Facebook, published advertising standards in March, with a list of ads less desirable for the user experience, including, for example, pop- Ups, self-copying videos with sound or counting ads. The new Chrome feature would by default block all these unwanted ads and, it seems, could even go beyond, blocking not only the infringing ads, but all the advertising of the websites that contain any ads that violate these standards. According to sources quoted by The Wall Street Journal, this is a defensive measure. The use of browser-specific applications or browser extensions is growing rapidly among Internet users and could prove to be a major threat to Google's lucrative advertising business. In this sense, the objective of the company would be to offer users a browser that blocks by default all the ads considered annoying so that they no longer have the need to install third party options that block all advertising, including that of Google. Most of these third-party options, such as Adblock Plus, charge companies, including Google, for allowing their ads to pass filtering from their blocking application and can be viewed by users. Adding the new default advertising blocking feature in Chrome, Google would also avoid having to pay this toll, with consequent savings. According to the sources in The Wall Street Journal, the search giant is still working out some specific details and could present the new feature in a few weeks (maybe on Google I / O in mid-May?). However, you may also decide not to go ahead with the plan. At the moment, Google has not wanted to comment on this, saying: "We do not comment on rumors or speculation," a company spokesman told Ars Technica. "We have been working closely with the Coalition for Better Advertisements and different parts of the industry to study a multitude of ways Google and other members of the Coalition could support the Best Advertising Standards." In any case, there is no doubt that a feature of these features built in by default in its Chrome browser, currently the most popular in the world, would encourage the use of such standards on the Internet, especially if it finally blocks all advertising on the websites Containing any infringing advertisements. However, the measure could bring new legal problems to the company in relation to free competition laws. We'll see if there's an official Google announcement in the coming weeks.