Three has announced plans to block annoying advertisements in the UK and Italy. The company aims to tackle "excessive and irrelevant mobile ads" by partnering up with Israel-based software company Shine. Three states that network-based blocking is more effective for customers than having to rely on applications to sort through annoying adverts.

It's also noted that the company does not aim to completely eliminate advertising on the network.

"Our objective in working with Shine is not to eliminate mobile advertising, which is often interesting and beneficial to our customers, but to give customers more control, choice and greater transparency over what they receive."

Three wants to ensure that customers are not paying data charges for adverts, placing the charges with the advertiser instead. Also, customer privacy and security has to be guaranteed and they should only be exposed to marketing that is both relevant and interesting. Details are scarce for the time being, but the company plans to release more information as to how it will achieve the aforementioned goals.

Source: Three