Three UK to trial mobile ad-blocking technology next month

Three Ireland has yet to reveal any plans to introduce the controversial technology here

three, uk, ireland, technology, ad-blocking, introduction, trial

File photo. Image: Nick Ansell / PA Wire/Press Association Images

Mobile network Three in the UK is to trial controversial technology to block mobile ads next month.

The company announced its plans to team up with ad-blocking company Shine earlier this year.

The network now says it is contacting customers to see if they are interested in taking part in the 24-hour trial, which will take place during the week commencing on June 13th.

In a statement, Three UK says it believes the "current mobile advertising model is broken". 

The company suggests that customers should not pay data charges to receive ads, and that costs should be borne by the advertisers. It also says some advertisers "extract and exploit data about customers without their knowledge or consent".

Three UK also argues that customers should only receive ads of interest to them, and not "excessive, intrusive, unwanted or irrelevant adverts".

Tom Malleschitz, Chief Marketing Officer of Three UK, said: “The current ad model is broken. It frustrates customers, eats up their data allowance and can jeopardise their privacy. Something needs to change. We can only achieve change by working with all stakeholders in the advertising industry [...] to create a new form of advertising that is better for all parties".

Three's plans have been poorly received by a number of businesses and online publishers.

Steve Chester of the Internet Advertising Bureau UK says: "We're all committed to solving the ad blocking issue but disagree with Three's approach that network-level ad blocking is the way to go. It's a broad-brush approach that the largest media owners can probably survive but not the long-tail of smaller ones.

"In the long-term consumers will also lose out, as they'll likely have to pay for services that are currently free as they're supported by advertising".

Three Ireland has said it does not yet have any timeline for any introduction of the technology here.