Mobile phone networks should not block adverts, says EU

Regulatory body Berec issues guidelines that could benefit publishers struggling with commercial effects of ad-blocking

Plans by mobile phone operators to block adverts for customers across their networks are in doubt after the EU said they breached net neutrality legislation.

Updated guidelines issued by the Body of European Regulators for Electronic Communications (Berec) this week state that advertising should not be blocked by networks, something that mobile operator Three has already trialled in the UK.