Yesterday the Body of European Regulators for Electronic Communications (Berec) published guidelines to clarify rules preventing internet service providers throttling download speeds.
Part of the guidelines – which are now left to be interpreted by national regulators – outline telecoms companies “should not block, slow down, alter, restrict, interfere with, degrade or discriminate advertising when providing an IAS (internet access service)”. This means ad blocking may not be allowed.
It's understood Ofcom will act reactively to the regulation from Brussels and only investigate instances where it feels the rules might have been breached.
An Ofcom spokesperson said:
Ofcom will monitor compliance with the new rules, and look into any complaints received. We will consider any potential breaches as they arise in accordance with our interpretation of the regulation, and drawing upon the Berec guidelines to inform our approach.
Mobile network Three has been working to bring in network wide mobile ad blocking, which is expected to launch in six to 12 months. It's thought Three will continue to develop the software along with Israeli firm Shine Technologies.
The regulation allows for consumer consent over their ability to access services and the ad blocking services would require users to opt in.
Shine – understood to be working with Three, amongst others – has been developing mobile ad blocking software that can be used on a network wide basis.
Source: http://www.cityam.com/248516/telecom-firms-look-watchdog-guidance-mobile-ad-blocking
