Google's Chrome browser will start in February to pull from sites ads that fall short of industry standards — like those repeatedly showing autoplay videos, and full-page or pop-up ads, the company announced.
Google first unveiled the plan in June, but made it official on Tuesday.
The company explained that if it finds a site failing to meet the standards set by the Coalition for Better Ads — an industry group that includes tech and media companies — for more than 30 days, Chrome will remove all ads from that site.
Google will hear appeals — but only after the sites changes its ad practices.
According to The Hill, the decision will likely be a hit with users annoyed by intrusive ads —but may also spark criticism and opposition from sites that rely on the money they make from the ads.