Google has announced that it has rolled out an ad blocker on its Chrome web browser, which will block certain types of adverts. “Annoying” and “intrusive” ads will be blocked, for example ads that cover the entire page, flashing animated ads and video ads that play automatically. Ads are defined as “annoying” and “intrusive” if they fail to meet the standards put down by the Coalition for Better Ads (or CBA). If the ad blocker detects that a website is displaying unsuitable ads, it will inform the website owner and give them 30 days to fix the issue. If the ads are not changed to be CBA-compliant within those 30 days, then the ads will be automatically blocked. Google hopes that the move will encourage advertisers and websites to be more responsible and create better, less intrusive ads that do not damage user experience.