AdBlock Plus has admitted that it is struggling to hold Facebook adverts at bay. Following a public confrontation regarding ads on the popular social media site, Facebook has been working on almost constant updates to stop the blocking software from having its desired effect on the website. Ben Williams from AdBlock Plus has said that the struggles that the blocking company has been experiencing are “how we expected”. Due to Facebook's strategy being to remove any advertising coding from the ads to make them unrecognisable to blocking software, Williams added that he was worried that adverts would one day be unrecognisable to users. AdBlock Plus has also continued using its 'Acceptable Ads' platform, where it charges advertising publishers to let their ads through the software, if they are deemed 'acceptable'. The money earned through the scheme is being partly used to create software updates to fight Facebook.