Rise in UK web users blocking ads, research finds

More than 1.3m people have adopted technology that blocks online ads since June, with young people more likely to turn off intrusive pop-ups and videos

Ad blocking is on the rise in the UK, with 18% web users saying they use the software, up from 15% just five months ago. The increase, captured in research by the Internet Advertising Bureau, is equivalent to more than 1.3 million people adopting the technology since June.

Though the rise is modest, it suggests dissatisfaction with ads is growing, especially among the young, with 35% of 18- to 24-year-olds saying they blocked ads, compared to just 15% of over 55s.