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BizReport : Mobile Marketing : September 06, 2016


New EU guidelines call into question network-level mobile ad blocking

That all Internet traffic should be treated equally is the basis for the Body of European Regulators for Electronic Communications' (BEREC) recent anti-mobile advertising blocking move.

by Helen Leggatt

Earlier this year, mobile network Three became the first major European operator to introduce ad blocking on two of its country networks. Following a deal struck with Israeli firm Shine, ad blocking technology is currently being trialed across Three's UK and Italian networks.

The mobile network said it was not trying to eradicate all mobile advertising but instead wanted to give its customers "more control, choice and greater transparency over what they receive" adding that a network-wide ad blocking strategy is better than relying on apps because "it reaches a broader range of mobile ad blocking".

However, the European Union agency, BEREC, has said that Three's mobile ad blocking may be in violation of net neutrality. It's latest guidelines, published on 30 August, appear to outlaw network level ad blocking, stating that telecoms companies "should not block, slow down, alter, restrict, interfere with, degrade or discriminate advertising when providing an IAS (internet access service)".

But, Israel-based technology company Shine, Three's partner in its mobile ad blocking trials, is confident that "Paragraph 78, that bars technology that protects from ad tech to be provided as a service, will be challenged and fail, as it infringes on the rights of European citizens to defend their private communications from unlawful tracking and profiling".



Tags: ad blocking, Europe, mobile, net neutrality








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