Ad-blocking programs are getting attention these days, spawned by the proliferation of plug-ins, configurational ad-ons, and announced features in upcoming browser releases. These enable the blocking of ads (or content that “looks” like advertising) by browsers, automating the removal or blocking of some or all content from being viewed on web pages. There has always been a balance (and some would add “tension”) between a consumer’s right to privacy and the marketer’s desire to know more and reach the right customer. The direct intersection of these issues resulting from the rise of consumer and commercial use of the Internet and its complexity, have spawned a degree of heat over these issues, never before seen in history.
From the earliest days of ad-supported radio and television broadcasting there has been a balance between the delivery of cost-effective programming and content and the right of the viewer (today, the end-user) to determine what, when and in what form ads are displayed. Advertising plays a major role in subsidizing delivery of programming. Indeed, while technology may give the individual the ability to skip advertising, there are no legal prohibitions on newspapers, television or radio serving ads along with content. There is also little question that without advertising, the price of content would rise significantly or its availability would diminish, or both.