Three UK to Start Ad-Blocking Trial on Mobile Phones Next Month

  • CK Hutchison-owned Three UK to run trial for 24 hours
  • Three says ads suck up data and invade users’ privacy

British mobile-phone carrier Three UK will begin trialing ad-blocking on its network next month, among the first major wireless providers in Europe to test the technology criticized by publishers and advertisers.

The carrier, a unit of CK Hutchison Holdings Ltd., said users shouldn’t have to pay data charges to receive advertisements and their privacy and data shouldn’t be extracted without consent. Customers shouldn’t be subjected to intrusive and excessive messages, it said.

“The current ad market is broken,” Tom Malleschitz, chief marketing officer of Three UK, said in a statement. “It frustrates customers, eats up their data allowance and can jeopardize their privacy. Something needs to change.”

A 24-hour trial of Three’s ad-blocking technology commences the week of June 13. Three will be contacting customers to ask for their participation. Users can also sign up to take part on the website of the carrier, which announced its intention to try ad-blocking in February.

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