No one likes adverts, but they do help fund various services and online properties (including Mobile Nations!). While many see them as a way to support the content they enjoy, there are times when adverts can be intrusive or downright obstructive, especially on mobile. UK mobile operator EE is stepping in to lend customers a hand.

The mobile network is looking into technology that will allow smartphone owners to control advertising they see when browsing the web. It's reported that such a rollout could lose the mobile advertising market up to £2 billion ($3 billion). The network would allow customers to restrict the quantity and type of advertising that hits their mobile hardware.

The company will look at options for creating tools that would enable the blockage of certain forms of ads, including banners, pop-ups and videos that automatically play. It should be noted that not all advertisements will be blocked. Just those that would usually make you scream at the display and curse the company or product being featured.

EE CEO Olaf Swantee told The Sunday Telegraph:

"We think it's important that, over time, customers start to be offered more choice and control over the level and intensity of ads on mobile. For EE, this is not about ad blocking, but about starting an important debate around customer choice, controls and the level of ads customers receive. This is an important debate that needs to happen soon. That's why we've kicked off a strategic review internally to start considering our plans."

Swantee states that not all advertising is bad (and many would agree with the view), but the market is certainly open to abuse. Would you welcome the move by operators to intervene and help prevent the more annoying adverts from reaching your mobile browser?

Source: The Sunday Telegraph