Native Ad Blocking Arrives on Firefox iOS

Firefox users on iOS can now breathe a sigh of relief as Mozilla has finally rolled out native ad blocking on its mobile browser. This feature, which is still in its experimental phase, allows users to block third-party ad networks and exchanges, along with many third-party ads served on websites at the network level.

According to Mozilla’s support page, the new feature will block ad-related trackers, pop-ups, and overlays. However, it’s worth noting that some ads will still be visible, such as search results from engines like Google, Bing, and DuckDuckGo, as well as sponsored content on the Firefox Home and New Tab pages. Additionally, ads that aren’t covered by the EasyList filter list may also slip through.

This isn’t the first browser to natively block ads on iOS, as both DuckDuckGo and Brave have built-in ad blocking in their mobile apps. But what sets Firefox apart is its ability to disable its own search ads, giving users a more seamless browsing experience.

So, how do you enable ad blocking on Firefox iOS? The process is relatively straightforward. Open the iOS app, tap the three dots, and navigate to Settings > Browsing. Under the Content header, toggle on Ad Blocker. Alternatively, you can access the site menu by tapping Ad Blocker (underneath the site name and URL), which will open the Browsing menu directly. The site menu will also show you at a glance whether ad blocking is on or off.

It’s worth noting that this feature is still in its experimental phase, meaning it hasn’t yet been made available to all users. Therefore, you may not see these options in your browser settings just yet.

Ad blocking in Firefox is a significant step forward in the battle against online advertising clutter. By giving users more control over their browsing experience, Mozilla is empowering them to make informed choices about the content they want to see.

In related news, ad-blocking functionality doesn’t extend outside of the Firefox iOS app. However, URL filters in iOS 26, along with a third-party app like Wipr 2, can block ads in other apps. This highlights the need for a more comprehensive approach to ad blocking across all platforms.

As the ad-blocking landscape continues to evolve, it will be interesting to see how other browsers respond to this development. Will we see a shift towards more native ad blocking features, or will users continue to rely on third-party apps and extensions?

One thing is certain: the future of ad blocking looks brighter than ever, and Firefox is leading the charge.