In a move that seems counter-intuitive, Google - whose business model relies heavily on online advertising - is testing ad-blocking software which is baked into its Chrome Web browser.
However, not all adverts will be hidden from view, as is the case with popular plug-in AdBlock, only those that violate the rules and guidelines set out by Google and its partners. This means adverts that make money for Google will probably be let through, although they promise to be less invasive.
Users of regular Chrome will not be able to access the option yet. It is only available in a separate testing app, Chrome Canary, recommended for developers and advanced users only. This is because it is unstable, experimental and frequently updated - which could consume large amounts of data.
The built-in ad-blocker was first noticed by German tech blogger Carsten Knobloch, who wrote a post about how it works. In the settings menu, under the Ads link, there will be a toggle that lets users "block ads from sites that tend to show intrusive ads".
It is not known when the setting will be rolled out to normal Chrome.
In a blog post in June, Google said some types of advertising can lead to "frustrating experiences" for viewers who end up blocking all adverts. The company says this practice is: "Taking a big toll on the content creators, journalists, Web developers and videographers who depend on ads to fund their content creation."
Google said it has joined the Coalition for Better Ads, which is where the best practices stem from, and hopes to make adverts less annoying for visitors.
Last month, Google announced it had developed a way for Web site owners to give ad-blocker users a choice to either pay to view an ad-free page or see it with ads. However, the company says this will only be available to Web sites that create good advertising experiences for viewers and adhere to a list of best practices.
180-degree turn
Ad-blocking software has grown in popularity in the last few years. Last year, a research report predicted the rising use of ad-blocking technology globally would account for a $27 billion loss in advertising revenue by 2020.
Another study showed 42% of nearly 30 000 people surveyed said they would pay to eliminate ad interruptions.
In 2015, Apple made ad-blocking software available on the iPhone operating system, allowing users to block adverts on mobile sites while using the Safari browser. This move was described as an attempt to undermine arch-rival Google, which dominated the online advertising market.
At the time, Google had a different view of adverts and users installing blocking software.
There were reports that its online video service YouTube took action against those who have ad-blocking software installed, by forcing them to watch entire adverts - without the option to skip after a few seconds.