U.K. carrier Three says it will start trialling ad blocking next month with a 24-hour opt-in test


Back in February, U.K. mobile carrier Three said it would start to offer on its network opt-in ad blocking technology from Shine, potentially reaching 30 million customers. Now the company is getting down to details: It will start to trial ad blocking in June in the U.K., with a 24-hour test for opted-in customers, the company said today.

“We believe the current mobile advertising model is broken and our customers are becoming increasingly frustrated by irrelevant and intrusive adverts which use up their data allowance and can invade their privacy by tracking their behaviour without their knowledge or consent,” the company said in a statement.

In research from April 2016, KPMG found that 44 percent of U.K. adults are planning to use an ad-blocker in the next six months.

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