Mobile operator Three has signed a deal with developer Shine to introduce adblocking technology across its UK and Italian networks.
Three says if you are paying for data, you should not receive adverts.
Three UK’s marketing boss, Tom Malleschitz, said: “We don’t believe customers should have to pay for data usage driven by mobile ads. The industry has to work together to give customers mobile ads they want and benefit from."
The rise of adblocking spells problems for companies that rely on revenue from them, meaning they may have to start charging customers for downloading apps or accessing web content.
However, not all ads will be blocked.
Around 95% of banner ads, which appear at the top of screen, and pop-ups will be removed, but advertorial content, pre-roll video adverts, and the promoted ads that appear on your Facebook or Twitter feeds will not be affected.
The adblocking technology, from Israeli company Shine, will only apply on its paid-for data network, not wifi.
Three said the technology will be rolled out later this year, but has not yet given a date.
It added that its customers, nine million in the UK alone, would be able to choose which ads they see, but gave no more details of how that would work.
It has been suggested the move risks undermining the principle of internet neutrality: that all service providers should allow access to content and apps, irrespective of where it comes from, and without blocking or favouring any products or sites.
But Three said it believes this complies with internet neutrality requirements.
Three is currently awaiting EU approval for its mega-merger with telecoms rival O2.
Whether this will appease customers who were affected by Three’s price hike last month- which saw bills of some customers double - remains to be seen.
Rival operator Vodafone told Sky News it had no plans to introduce adblocking technology on its networks.
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