“This is a very important development, and a positive step for our industry. Network level adblocking is by nature a blunt tool which goes against net neutrality guidelines, which state that all internet users should have equal access to content and advertising online. However, it is the consumer’s right to block ads if they wish, for example by independently downloading software.

We’re very much encouraged by this development and expect Ofcom to take this guidance fully into account for UK law.”