Firefox Blocks Ads on iOS

Mozilla has launched a built-in ad blocker for Firefox on iOS, using Apple's WebKit Content Blocker technology and the EasyList filter. The ad blocker is off by default and can be turned on in the Firefox app by going to Settings > Browsing > Ad Blocker.

The ad blocker blocks most third-party ads and trackers, but does not block ads served directly by the site you're visiting or ads shown in search results. Sponsored shortcuts and other sponsored content shown by Firefox when you open a new tab are also not blocked by the ad blocker.

Other browsers, such as Brave, Vivaldi, and Opera, already offer built-in ad blocking on iOS. However, Mozilla's move to add ad blocking to Firefox on iOS is significant, as it gives users more control over their browsing experience.

## What it means The launch of ad blocking on Firefox for iOS is a response to user demand for more control over their online experience. With the rise of ad-blocking technology, users are increasingly expecting to have the option to block ads and trackers when browsing the web. Mozilla's move to add ad blocking to Firefox on iOS is a recognition of this trend and a attempt to give users more flexibility and control over their browsing experience.

## Why it matters The launch of ad blocking on Firefox for iOS matters because it highlights the ongoing debate about the role of advertising on the web. While advertising helps fund many websites and online services, it can also be intrusive and annoying for users. By giving users the option to block ads and trackers, Mozilla is recognizing that users have the right to control their online experience and to choose how they want to interact with the web.

Mozilla built the ad blocker directly into the Firefox browser for iOS because Apple forces all web browsers on iOS to use its own WebKit to render sites. This means that Mozilla had to use Apple's WebKit Content Blocker technology to block ads, rather than relying on third-party extensions.

The launch of ad blocking on Firefox for iOS is also significant because it comes after Apple opened its browser engine to rivals in March 2024 to comply with the Digital Markets Act. This move has allowed other browsers, such as Firefox, to compete more effectively with Safari on iOS, and has given users more choice and flexibility when it comes to browsing the web.