Google develops YouTube ad blocker

Google is stepping up its efforts to restrict potentially harmful content and allow users to filter alcohol and gambling ads.

The new feature, announced last Thursday, will add to the ongoing campaign by the leading search engine provider to limit exposure to content that may feed addictions.

The solution, which will allow users to limit ads in certain categories, will be first rolled out for YouTube users in the US, but a global launch is expected to arrive in 2021.

The solution is developed together with the International Alliance for Responsible Drinking (IARD), as the organization reached out to the search engine provider to seek new ways of battling addictive practices and limiting the exposure to harmful content on the internet.

Commenting on the delivery of the new algorithm, IAD President and CEO Henry Ashworth said: “Respecting these personal preferences and recognizing differences in culture require sensitivity and action, that’s why we hope this partnership, is the start of a bigger movement.”

Google is also striking a middle ground with advertisers, not banning their marketing materials outright, but allowing users to narrow down the scope, frequency and intensity of such ads.

The exact results in terms of how many ads fewer consumers will see is still subject to speculation, but this should be elaborated on soon enough with the imminent roll-out of the solution.

In the meantime, crypto gambling websites such as Bitcasino, BitStarz and FortuneJack continue to provide consumers with smart advertising practices tailored to audiences that are specifically interested in gambling.

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Written by Barney


Barney is co-founder of When not at work he can usually be found behind a Nikon. He's won numerous international competitions for his photography and volunteers as a content creator for aid organisations in Africa.

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