Adblock Plus

Adblock Plus is a browser extension and mobile ad-blocking product for people who want control over advertising and filter lists. Its free version covers core ad and tracker blocking; Premium is for those who also want cookie pop-ups and other distractions blocked.

Overview

Adblock Plus uses regularly updated lists, including EasyList and EasyPrivacy, to block intrusive ads, third-party tracking requests and malicious domains. It targets formats such as video ads, banners, pop-ups and pop-unders. Acceptable Ads are enabled by default, so users who want no ads must switch that setting off.

Filter-list control is a practical strength: users can remove default lists, add others or create their own, and an element picker lets them select page content to hide. The privacy trade-off is that the extension can see page URLs and content to decide what to block. It does not track browsing history, record form typing, including passwords, or alter submitted data.

Key features

• Tracking protection: EasyPrivacy targets tracking domains, fingerprinting scripts, analytics requests and data-collection domains, extending the free product beyond ad removal.
• Social buttons: Users can disable social media buttons to limit the ability of social networks to build profiles from visited websites.
• Cookie pop-up blocking: This is a Premium feature, so readers who want consent pop-ups removed need a paid plan rather than the free extension alone.
• Open-source project: The web extension is GPLv3-licensed, but some versions, including Adblock Plus for Safari iOS version 3.x or higher, are proprietary codebases.

Pricing

The free plan costs nothing and provides browser ad blocking, with Acceptable Ads disabled by choice. Adblock Plus says the product will remain free; large platforms that benefit commercially from Acceptable Ads participation pay a licensing fee.

Premium costs $4 a month when billed monthly, or $40 a year when billed annually. Both plans add blocking for floating videos, site notifications and other distractions, plus cookie consent pop-ups, while retaining the free features. Monthly billing suits readers who prefer a shorter billing commitment; annual billing costs less over a year than paying monthly. One purchase works across supported browsers, profiles and computers, which is useful for people using multiple setups. Premium is available in the iOS app and desktop extensions for Chrome, Firefox, Edge and Opera. It is not supported for Chrome and Edge group-policy deployments.

Platforms

The desktop add-on supports Chrome, Firefox, Safari, Microsoft Edge, Opera and Yandex Browser. Mobile options include a Safari app for iOS, an Adblock Plus product for Samsung Internet on Android, and the dedicated Adblock Browser. The product spans Android, iOS, Linux, macOS and Windows, with desktop and mobile coverage. Organizations can deploy Chrome and Edge versions through group policy, though Premium is not supported in those deployments. Commercial partners can integrate ready-to-use SDKs into desktop products, Android Chromium, Android WebView and iOS products, with dedicated technical support.

The extension can access page URLs and content for blocking and hiding ads. eyeo states that it is ISO 27001:2022 certified.

Who it's for

Adblock Plus suits readers who want free ad and tracker blocking with the option to tune lists or hide individual elements. It is also a reasonable fit for users who want the same Premium purchase across several supported browsers and computers. Readers who do not want Acceptable Ads enabled by default should turn that feature off; those who want cookie pop-up blocking must pay.

Pros and cons

• Pros: Free core blocking includes tracking protection and can be customized with other or self-made filter lists.
• Pros: Acceptable Ads can be disabled, giving users a choice between allowing them and blocking ads without that exception.
• Pros: Premium works across supported browsers, profiles and computers with one purchase.
• Cons: Acceptable Ads are enabled initially, which may not suit readers seeking strict blocking without changing a setting.
• Cons: Cookie pop-up and distraction blocking are reserved for Premium, so the free plan does not cover those needs.
• Cons: The extension can see page URLs and content, and not every version is open source.

Alternatives

Ghostery is worth considering if a free, open-source option is the priority; its listed plan includes all features without a subscription. Blokada may suit Android users who want a free ad blocker specifically for Android 5 or newer, with a paid Plus plan also offered. AdBlocker Ultimate is another freemium option, with Personal and Family plans covering 3 and 10 devices respectively.

AdLock is an alternative for readers seeking a paid plan with stated five-device coverage; its one-year plan is $39.50 a year. AdNauseam offers a free browser extension. Disconnect offers a free Basic Extension for a single browser, as well as a paid Premium plan. Adblock Fast is a free alternative with Android, browser-extension, iOS, web and Windows availability. 1Blocker is an option for readers focused on Apple platforms, with a monthly plan at $2.99 a month.

Browse more options in Ad Blocking Software and Ad blockers.

Verdict

Its main trade-offs are the default Acceptable Ads setting and the need for Premium to block cookie pop-ups and other distractions. Readers who want a wholly open-source product across versions or who do not want to manage that default should consider another option.