Publishers using ad blocker blockers to be 'named and shamed

A privacy activist is launching a campaign to name and shame publishers who use technology to block users with ad blockers installed in the latest battle over the controversial software. 

Several publishers have introduced pop-ups asking users to turn off their ad blockers or face being banned from their sites.

However, the European Commission says in a letter that ad blocker blockers can be illegal and in breach of EU privacy rules. In response to privacy campaigner Alexander Hanff, the Commission said: 

"Article 5.3 does not limit itself to any particular type of information or technology, such as cookies. In light of the above, Article 5(3) would also apply to the storage by websites of scripts in users' terminal equipment to detect if users have installed or are using ad blockers."

The reference is to Europe's online privacy legislation, known as the "cookie directive," which requires websites to obtain consent from users before storing or accessing information from their computers. 

In the letter, the Commission explains that the rule not only applies to cookies, but also to technology used by publishers to detect ad blocker users without first obtaining consent to do so.

Hanff is planning to file a series of complaints with national regulators across Europe against publishers which use that technology, the Financial Times reported. 

The activist has launched a "name and shame" campaign to identify publishers "who are using these illegal methods to detect your use of an adblocker". 

He claims display advertising has become "increasingly intrusive" and "a serious security risk".