Now one smartphone maker is building in ad blocking as standard

And while AdBlock has a program that will allow certain “Acceptable Ads” to go through as long as advertisers follow certain rules as to the size, placement and content of the advertisements, smartphone users still have the last word.

In 2016, customers purchasing Taiwanese device manufacturer ASUS’ smartphones and tablets will have fewer ads rolled out on their devices, thanks to a deal which ASUS has struck a deal with one of the leading ad blockers, Adblock Plus.

Laptop and smartphone maker Asus has partnered with Adblock Plus to introduce ad blocking as a default option on its mobile devices, Motherboard reports. If this approach is well received, more people may try the browser out for themselves. The young CEO also said it was about time a major hardware manufacturer chose to integrate ad blocking into their mobile devices. “This is another call for innovation in the ad industry-a call getting louder by the day”.

The problem? Adblock Plus will block the bad, but it’ll also block the good, too. This is creating a bit of a controversy since many small online companies depend on revenue from ads to stay afloat. So, these websites-and they might even be fairly amateur websites at that, but websites that you like and/or support-won’t get any advertising revenue whatsoever when visitors are on Asus’ browser.

With the new partnership Asus will bundle AdBlock Plus in its browser and so users don’t have to install plugins for that goal. But while advertisers, Internet giants, and publishers argued about the use of ad blocking tools, Asus has quietly picked its side. We’ll be curious to see if anyone else follows.