Future of the Standard · Initiative in development
Exploring a principles-based Standard
The Acceptable Ads Committee is exploring how a principles-based approach could strengthen the Standard. Our purpose remains the same: protecting users’ experience while helping sustain the websites they love. This initiative considers how the Standard could better account for the overall browsing experience as advertising and users’ expectations change.
What does this mean?
The current Standard sets specific requirements for how ads appear and behave. A principles-based approach would consider how ads work together across a page and affect the browsing experience as a whole.
User research is helping us explore principles such as control, transparency, and relevance. These could guide how we assess advertising experiences while keeping user protection at the centre of the Standard. The initiative remains in development; the current Standard continues to apply.
01
Building on what users find acceptable
Using research into users’ experiences and expectations to explore how the Standard should evolve.
02
Looking at the whole browsing experience
Considering the combined effect of ads on a page, including whether users retain control, can clearly identify advertising, and find it relevant to their visit.
03
Supporting the websites people love
Making fair ad blocking work for users and publishers through an ad-light experience that helps fund content while protecting users’ experience.
What makes advertising acceptable to you? Share your experiences and ideas to help us explore how fair ad blocking can protect users and support the websites they love.
Get in touch →