Yahoo Mail Stops Users With Ad Blockers From Accessing the Service

According to CIO, users who are using ad blocking software, such as AdBlock Plus, while accessing Yahoo Mail will be restricted to access its features.

As the debate around the use of ad-blocking software continues, most recently brought into the spotlight with support for such apps in Apple’s iOS 9 mobile operating system, many publishers and networks are exploring different options to mitigate revenue loss that these ad-blocking technologies are imposing.

Some Yahoo mail users with ad blockers enabled received an unpleasant message this week when they tried to log into their email accounts. After all, it’s not as if the company is violating any part of its legal agreement with consumers by making this request; in fact, in some cases, consumers may be in breach of contract for using ad blockers.

This move by Yahoo! led some of its users to letting go of their accounts, particularly Andrei Herasimchuk, former director of design of the company.

Yahoo apparently isn’t violating any laws in locking out ad-block users from their email service. In those days ad blockers were rare and, while they were available, few people bothered to load them. Why?

After several users of the email service complained on social media, Yahoo released the following statement to the Washington Post: “At Yahoo, we are continually developing and testing new product experiences”.

The move has served as a wake-up call for some in the advertising industry. “This is a test we’re running for a small number of Yahoo Mail users”, Yahoo’s statement read.

This is just the latest in a series of developments that have made ad blocking a critical concern.

Although some users said they had been able to circumvent the message, others haven’t been so lucky and were disappointed Yahoo was taking such steps.

Yahoo in particular doesn’t appear to have language specifically prohibiting users from using ad blockers in its terms of service.

Ad blocking softwares are very controversial and tech companies have responded to them in various ways.

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