This is set to be followed by a rapid roll-out of the technology in its other European operations. The move is intended to give the operator’s customers more control, choice and greater transparency, but has been met with concern among digital advertisers and publishers.

According to the bureau’s statement, ad blocking "threatens the internet as we know it and penalises vulnerable consumers and small companies who depend on ad-funded online services, as well as undermining media diversity and independence in Europe".