Overview

Google Chrome Anti Ad Blocker Update refers to an upcoming move in early 2023 by Google to update the software managing extensions on its browser Chrome in a way that many speculate will limit the effectiveness of ad-blocking extensions, such as uBlock Origin and Adblock Plus. Google has stated the update exists for security and privacy reasons, while critics theorize it is for monetary reasons. Around mid-2022, speculation of this Chrome change spread online, resulting in various discussions, memes and media coverage. Rival web browsers like Mozilla Firefox also reacted to news of the update spreading by positioning themselves as ad-blocker friendly, with many users posting their intentions to switch from Chrome.

Background

Officially released on December 11th, 2008, Google Chrome has been the world's most widely used internet browser since surpassing Internet Explorer in May 2012,^[7] with about two-thirds of users on desktop computers preferring it in 2022.^[1] Extensions such as Ghostery, AdBlock, AdBlock Plus, uBlock Origin and others could be added to Chrome in order to block advertisements and trackers on websites visited by a user, reducing annoyance and making webpages easier to load since debuting in the late 2000s and early 2010s.^[8]

In late 2021, Google made the decision to update the Manifest V3 code that ran the browser's interaction with extensions and alter the way the Web Request function worked.^[2] This meant that ad blocking extensions could not block things in general, but would have to specify which items on a page to block.^[3]

Google, which makes most of its money through selling ad space,^[9] had previously sought to find ways around ad blockers, notably paying Ad Block Plus to not restrict Google ads and trackers.^[4] This is in contrast to extensions like uBlock, which do not support such circumventing methods.^[10] Competitors like Mozilla Firefox seized on the opportunity, choosing to preserve the old system of allowing all ad blockers.

Online Reactions

Reactions to Google's reported intention to reduce the effectiveness of ad-blocking extensions were largely negative, particularly after word began spreading in mid-2022 after publications like The Verge^[2] wrote articles about the controversy that summer.

In August 2022, online outcry as the news went viral resulted in further discussions, memes and other social media posts. For example, on August 15th, 2022, Twitter user @twoonrey^[5] tweeted a meme (seen below) about the decision, imploring others to "switch to Firefox" and earning almost 43,000 likes in 10 days.

On August 24th, 2022, Redditor u/ElderCunningham posted an Advice Animal meme (seen below) featuring cartoon character Sterling Archer about the controversy, receiving almost 85,000 upvotes in a day.^[6]

External References