The company said in a blog post that while it has launched features for Chrome to block misleading ads and pop-ups, this approach did not go far enough. "More than half of these abusive experiences are not blocked by our current set of protections, and almost all involve harmful or misleading ads", said Google.
This isn't Google's first attempt at curbing the epidemic of "abusive experiences" on the Web, which mostly refers to deceptive ads. Any website which shows such advertisements will have 30 days to replace them with well-meaning ads and to report that to Google before Chrome 71 blocks all ads on that respective site.
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Unfortunately, even with these additional protections, Google has found that more than half of these abusive experiences were not being blocked by Google Chrome. Chrome users can override Google's ad blocking in case they prefer it that way.
Google encourages publishers to use it's Abusive Experiences Report tool to identify abusive experiences and take them down. In Chrome 68, an older version of the browser, websites with abusive ads were prevented from opening new tabs or windows. Its all new Firefox 63 update packs Enhanced Tracking Protection designed specifically for those looking for more privacy, across the board, and not just limited to incognito. Google will roll out Chrome version 71 in December, and since Chrome updates itself automatically, all you have to do is use the browser as you usually would.
Users will have access to this feature in Chrome's settings, so they'll be able to turn it off if they desire. Such measures, of course, have been insufficient to prevent misleading or unsafe ads, which is why Google is taking action.
"These protections blocked pop-ups and new window requests from sites with certain abusive experiences like redirecting pages". Google's Chrome browser is the most widely used browser, on both mobile and the desktop, by a significant margin. You can see an example of a tech support scam utilizing this type of abusive behavior in our video below.