Adblock Plus

Adblock Plus is an ad- and tracker-blocking browser extension, with related apps for mobile devices. It suits people who want free browser ad blocking and the option to tune filter lists; readers who also want cookie pop-ups and other distractions blocked need Premium.

Overview

Adblock Plus blocks intrusive ads, including video ads, banners and pop-ups, using regularly updated filter lists. It also targets third-party tracking and malicious domains. Acceptable Ads are on by default, but users can turn them off for ad-free browsing.

Filter customization is a meaningful strength: users can remove default lists, add others or create their own. The trade-off is that the extension can see page URLs and content to decide what to block or hide. It does not track browsing history, record form typing or alter submitted data.

Key features

• Ad and tracker blocking: EasyList and EasyPrivacy lists target intrusive advertising, tracking domains, fingerprinting scripts, analytics requests and data-collection domains.
• Social buttons: Users can disable social media buttons, limiting social networks’ ability to build profiles from visited websites.
• Element picker: Lets users select page elements to hide, complementing the option to manage filter lists.
• Acceptable Ads: Enabled by default, with a setting to disable the feature. This choice matters to readers who want no ads at all.
• Open source: The web extension is GPLv3-licensed, but some versions, including Safari for iOS 3.x and higher, use proprietary code. eyeo states that it is ISO 27001:2022 certified.

Pricing

The free plan costs nothing and provides browser ad blocking; Acceptable Ads can be disabled. It is the straightforward choice for readers whose priority is blocking ads without paying, but it does not include Premium’s added distraction controls.

Premium costs $4 a month, billed monthly, or $40 a year, billed annually. Both plans add blocking for cookie consent pop-ups, floating videos, site notifications and other distractions, while including the free features. The annual option is cheaper over a full year than paying monthly, but requires annual billing. One Premium purchase works across supported browsers, profiles and computers without a stated device cap.

Adblock Plus says the product is free to use; large platforms that benefit commercially from Acceptable Ads participation pay licensing fees. That financing model does not change the free plan’s stated features.

Platforms

Adblock Plus covers Android, iOS, Linux, macOS, Windows and browser extensions. Desktop add-ons are available for Chrome, Firefox, Safari, Microsoft Edge, Opera and Yandex Browser. Mobile options include a Safari app for iOS, a product for Samsung Internet on Android, and Adblock Browser, a dedicated ad-blocking browser.

Premium is available in the iOS app and desktop extensions for Chrome, Firefox, Edge and Opera. Businesses, schools and other organizations can deploy Chrome and Edge through group policy, but Premium is not supported for those deployments. Commercial partners can integrate SDKs for desktop products, Android Chromium, Android WebView and iOS products, with dedicated technical support.

Who it's for

Choose Adblock Plus if you want free browser ad blocking, control over Acceptable Ads, and the ability to tailor filter lists. Premium is a better fit if cookie pop-ups and floating videos are among the distractions you want blocked too. It is less suited to organizations seeking Premium through group-policy deployment, or readers who want every version to be open source.

Pros and cons

• Pros: The free plan includes ad blocking and lets users disable Acceptable Ads, so no subscription is needed for ad-free browsing.
• Pros: Custom lists and an element picker give users more control than a fixed set of filters.
• Pros: Premium has monthly and lower-cost annual billing, and one purchase covers supported browsers, profiles and computers.
• Cons: Acceptable Ads start enabled, so users seeking no ads must change the default.
• Cons: Premium is required for cookie pop-up and other distraction blocking.
• Cons: Safari iOS 3.x and later is proprietary, unlike the GPLv3 web extension.

Alternatives

Consider AdGuard if you want to compare a freemium option spanning the same listed desktop and mobile platforms; its personal and family annual plans cover three and nine devices, respectively. Disconnect is another freemium alternative, with a free basic extension for one browser and a Premium plan priced at $5 a month.

Ghostery may suit readers who prefer a free, open-source option with all features free and no subscription. AdLock is a freemium alternative with apps for Android, iOS, macOS and Windows, including a one-month plan at $9.95 a month.

1Blocker is worth comparing if you use its listed extension, iOS or macOS platforms and want a free trial; its monthly plan costs $2.99 a month. AdBlocker Ultimate offers a freemium option across web, desktop and mobile platforms. AdBlock is another freemium choice, with a Premium plan at $4 a month and a seven-day free trial. Blokada is an alternative spanning web, desktop and mobile platforms.

Browse more options in Ad Blocking Software and Ad blockers.

Verdict

Adblock Plus is a strong fit for readers who want free browser ad blocking with control over both Acceptable Ads and their filter lists. Premium’s added distraction blocking and cross-browser coverage make it a practical upgrade, but readers who need those features at no cost—or organizations needing Premium through group policy—should look elsewhere.