Mobile ad blocking has taken a hit after the introduction of new EU net neutrality laws. The EU Body of European Regulators for Electronic Communications has said that blocking ads at a network level contravenes the new laws, which aim to make sure that all pages are treated equally. The mobile operator Three has recently trialled ad blocking, whilst O2 has also expressed an interest in the technology. The EU's move has provided a lifeline to publishers who are already struggling to reach consumers, as many people already use ad blocking software on laptop and desktop computers. IAB Europe has said that the blocking would have had “long-term consequences for European media and Europe's digital economy”, adding that it welcomes the new law.