Mobile phone adverts pop up like crazy when you access different apps. This annoying scene seems to make a graceful exit when mobile phone operators plan to block adverts for subscribers. However, the victory is short-lived. The Body of European Regulators of Electronic Communications earlier stated that blocking advertisements is a breach of the net neutrality legislation. The EU releases the updated guidelines that back up this claim.
Business Telecom and the Net Neutrality Legislation
Net neutrality refers to the principle that all IP service providers are mandated to have equal treatment for all online contents. Internet providers are not allowed to block or slow down certain websites on purpose. Moreover, IP providers are not allowed to accept payment in order to give preferential treatment to the payer.
The recent EU ruling poses a challenge especially to mobile operator Three as the company has trialled blocking adverts for their UK subscribers. It is however a good indicator of good changes for publishers that are experiencing threats with the increasing number of users that install ads-blocking software on their Smartphone and PCs. The commercial consequences of blocking adverts have been huge challenges for some sectors.
The new guidelines from BEREC formally states that providers are not allowed to block, alter, restrict, slow down, degrade, discriminate, or interfere with advertising. UK regulator Ofcom is tasked to interpret and implement the guidelines. Moreover, the UK government also expressed their sympathy to publishers that are complaining about the effects of ad blocking to their business.
Arguments and Other Issues
Three mobile provider is still mum about the new guidelines. The company however reiterated that the ads blocking campaign does not breach the net neutrality legislation. According to their previous statement, their campaign basically offers consumers a choice whether or not they are going to block advertising in their end.
Ads Blocking and Search Engines
There are other issues that were brought up regarding the EU ruling. For instance, the new guidelines spark more concerns as they were issued just days after news organisations reportedly released a proposal for major search engine Google. The proposal states that news organisations are allowed to charge Google and other search engines for using article snippets in their search results.
Powerful media companies in the UK such as Axel Springer and Bild vocally vent out their intent for clampdowns on advertising blocking. They also push for greater regulations that will control how Google and search engines use their online contents.
Ads Blocking and Facebook
Google and major search engines are not the only ones at odds with the ads blocking campaign in business telecom. Facebook is also engaged in a scuffle with ad blockers. The major social network also released their latest technology that combats ad blocking software.