Ad-blocking technology to be introduced for mobile phones

London - One minute you are browsing the latest arrivals at Net-a-Porter.com, and the next you a reading an article on a news site, when mysteriously ads appear with the item you were browsing earlier.

Cookies, aggressive marketing and a complicated digital sequence can be to blame for the unwanted advertising, but fret not, it could soon be a thing of the past.

Pop-up ads are annoying, slowing loading time

Pop-up adverts on mobile devices are more likely to be seen as a nuisance and annoyance, then they are regarded as a shopping option. Pages are often slow to load, not due to their content, but due to the advertisements. Not to mention they use up phone battery life and cost users money if you are on a data package.

Now leading ad-blocking companies are introducing technology which will allow users to block advertisements on mobiles.

One app, called Adblockplus has already been downloaded by 2 million users. It is currently in its second phase and users can now allow some of the advertising not considered annoying to be viewed.

iPhone users will be pleased that Apple will allow ad blockers to be used on their Safari browser, however the technology should also work on Chrome, Firefox and Android systems.

Of course many web services we use are dependent on their advertising revenue, and this could become an issue if subscription fees are introduced. The feedback to brands and companies who engage in pop-up advertising is that ads need to be less obtrusive and they should regard it as an incentive to produce better ads.

Social media giant Facebook will not allow ad blocking, so should you be browsing the latest fashions online, you can rest assured that scrolling down your Facebook feed will see a re-appearance of your previous search.