Adblock Plus has launched free app for Android devices that disables adverts in the mobile browser and even inside other apps.

Adblock Plus has launched free app for Android devices that disables adverts in the mobile browser and even inside other apps.

 
The open source software is the first of its kind of Android that does not require a jailbroken phone. It works the same as the Adblock Plus extension for web browsers, stopping ads from rendering on Android smartphones or tablets, including inside, for example, the Facebook or Angry Birds apps.
 
“Mobile devices have exploded over the past few years, and as usage of these devices has increased, so has advertising, which is becoming more and more intrusive,” said Till Faida, co-founder of Adblock Plus. “Mobile devices can feel more ‘personal’ than online browsing via a desktop device, making advertising on these devices even more intrusive and annoying when they interrupt browsing. And by blocking ads from rendering, Adblock Plus users can experience up to 40% faster browsing on their Android devices.”
 
 
Faida believes that mobile advertising is only beginning and that users will soon be “bombarded,” making it more important to be protected. He called for a new debate on advertising standards and rules to take into consideration new technologies like smartphones.
 
If the app is popular, and we expect it will be, this could damage the revenue-making potential of Google and app developers, many of which rely on ads to fund their free apps. That will be little concern for most consumers, however.
 
Part of the solution for advertisers is in a limitation of the app, which only blocks ads when on a Wi-Fi connection if running Android 3.1 or higher. The device needs to be rooted to block ads over a mobile connection.
 
The Adblock Plus app is available for free from the Google Play store.