NAA Alleges Unfair and Deceptive Ad-Blocking Practices, Wants FTC To Investigate

The Newspaper Association of America wants the FTC to investigate advertising blocking technologies and related services, saying they may violate Section 5 of the FTC Act. NAA alleged in a Thursday news release and complaint that ad blockers falsely represent to consumers who download an app or service that they'll get ads that satisfy a certain standard. But large companies pay ad blockers -- namely Adblock Plus -- to get on a "whitelist" that ensures ads will reach consumers, NAA said. It wants the commission to look at Germany-based Eyeo, which operates Adblock Plus. The association also alleged other unfair and deceptive practices. Its complaint said ad blockers "mislead consumers into believing that publishers have consented to the substitution of their own advertising for new ads sold by ad-blocking companies." NAA said subscription services, which claim to offset publisher harm, don't give any evidence to support that claim, and ad blockers that allow users to "evade metered subscription services and paywalls" are engaging in unfair competition. "Newspapers recognize that ad blocking technology is responding to a consumer demand, and publishers are working diligently to improve the ad experience for consumers," NAA CEO David Chavern said in the release. "The deceptive activities of these ad blockers undercut publishers' ability to innovate and respond to customer demands, and preempt publishers' efforts to communicate with consumers about the importance of advertising or alternative mechanisms for supporting high-quality journalism content." Eyeo and the FTC didn't comment.