Firefox iOS Users Can Now Block Many Third-Party Ads With Built-In Feature

Mozilla has introduced a built-in ad blocker for Firefox on iOS, giving iPhone and iPad users more control over third-party advertisements and ad-related tracking. The feature is integrated directly into the browser, meaning users do not need to install a separate extension to reduce unwanted ads while browsing.

The new Ad Blocker is designed to limit many third-party advertisements, trackers, pop-ups and intrusive overlays before they load. Mozilla says the feature uses Apple's WebKit Content Blocker technology along with the EasyList filter list to identify content that should be blocked. It is turned off by default, allowing users to decide whether they want to activate it.

Mozilla's ad-blocking tool also works alongside Firefox's existing Enhanced Tracking Protection. While Enhanced Tracking Protection focuses on limiting trackers and cross-site tracking, the new feature is specifically aimed at reducing third-party advertising and related content that can make webpages more cluttered.

Firefox's new tool will not remove every advertisement. Ads displayed directly by the website being visited may still appear, while advertisements included in search results will also remain visible. Mozilla has further clarified that sponsored shortcuts and other sponsored content displayed on Firefox's New Tab page are separate from website advertising and are not affected by the new blocker.

The company said the addition comes after years of requests from Firefox users who wanted a built-in ad-blocking option on iPhones. Mozilla also pointed to Apple's restrictions on extensions as a major reason for integrating the functionality directly into the browser. Firefox offers a wide range of extensions on desktop and Android, including tools for content blocking, accessibility, password management and other features. Mozilla says almost 40 per cent of Firefox users make use of its extension ecosystem. On iOS, however, Mozilla cannot provide extensions in exactly the same way because of Apple's platform rules.

According to Mozilla, Apple's App Review Guidelines generally require iOS applications to remain self-contained and restrict apps from downloading or executing code that can alter an app's functionality. Because of these limitations, Mozilla opted to build the ad-blocking technology directly into Firefox for iOS rather than relying on a conventional browser extension.

For users who want to enable the feature, Firefox provides the option through its settings. On an iPhone or iPad, users can open Firefox, tap the menu button at the bottom of the screen, enter Settings, select Browsing and then choose Ad Blocker. The feature can be activated from there and disabled again at any time.

The addition gives Firefox users on Apple's mobile devices another way to customize their browsing experience. While it does not promise a completely ad-free web, the built-in blocker can reduce many third-party advertisements and tracking elements without requiring users to install additional software.

Disclaimer: This image is taken from Mozilla.