Mozilla adds ad blocking to Firefox for iOS

Firefox for iOS now includes an optional ad blocker, or it will soon.

According to Mozilla, the experimental feature "is being introduced to the Firefox user base through a progressive rollout." As such, it might not have turned up for every user just yet.

Off by default, the block uses a filter list based on EasyList to block ads before they load.

According to the organization, this means that it covers third-party advertising networks, ad-related trackers, ads served up by websites, as well as pop-ups and overlays.

It does not block ads that appear in search results (including Google and Bing), nor does it block "sponsored content" on Firefox Home or the New Tab Page.

In addition, the company stated, "Some websites serve ads in ways that are not covered by the current filter list." Users might therefore find it less effective than alternatives such as Wipr, Ghostery, or other solutions.

However, it is undeniably convenient.

Hit a toggle in the app to enable or disable ad blocking, and that's it.

Firefox is hardly the first to the party when it comes to browser-based ad blocking on iOS.

Brave, for example, boasts all manner of privacy services and ad-blocking features.

The omissions from Firefox's block list will also worry users.

Far be it from us to suggest that the substantial chunk of the company's revenue coming from Google might affect what gets blocked, but the decision not to block ads from search engine results might raise an eyebrow.

The company states in its FAQs, "Firefox blocks many third-party ads and advertising infrastructure, but not every advertisement can be blocked.

Some websites serve ads in ways that are not covered by the current filter list." Ad blocking remains a contentious issue.