Better Ads Standards

2019: Chrome will stop showing the advertizing which is not corresponding to Better Ads Standards

On January 11, 2019 the Google corporation announced that Chrome will stop showing the advertisements which are not conforming to standards.

Measures were taken to protect users from advertisements which according to them, prevent to use the browser fully. For example, in 2018 Chrome began to filter advertizing in North America and Europe on the websites which were repeatedly violating industry standards and showing to visitors advertizing. Besides, Google ceased to sell all types of advertisements which do not conform to standards and of which users of Chrome complain.

At making decision on blocking of advertisements the developer is guided by the recommendations of the document Better Ads Standards. These standards were developed by the Coalition for Better Ads organization — industry consolidation which aims to improve quality of online advertizing, being guided by a feedback from 66 thousand people from around the world. 12 types of declarations are listed in the document. Users find irritating them, and it is recommended to advertisers and providers to refuse them.

The Coalition for Better Ads organization announced that now standards for ensuring quality of advertizing will extend to all countries of the world, and not just to North America and Europe. In connection therewith, since July 9, 2019 Chrome will expand the functionality on protection of users in all countries and will stop showing the advertisements which are not conforming to standards.

Those who manages the website on which advertisements are shown should look at its status in the Quality report of advertizing. This service allows to check whether detected Chrome the advertizing violating standards. Now publishers in the countries outside North America and Europe can also use this report and learn whether there is on their websites a persuasive advertizing, to check a current status (underwent testing, violations are not found / did not undergo testing) and also to fix the available problems or to dispute results of testing.

As noted, the main goal of Google consists not in blocking online advertizing, and in making the Internet more convenient for everyone. After Chrome implemented the quality standards from Coalition for Better Ads, many websites optimized the approach to demonstration of advertizing and provided to users more comfortable experience. In the USA, Canada and Europe owners of the websites could change a format of advertisements. For January 1, 2019 two thirds of publishers, whose websites did not provide observance of standards earlier, could eliminate this mismatch. Besides, for January, 2019 it was necessary to block advertisements less than for 1% from the checked several million websites.