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    I believe this is a good step, at least until society someday figures out a more effective way to make “free” publishing sustainable.

    However…

    At the time of publication, this new type of threat data isn’t available in the public API for Safe Browsing that Google offers to third-party developers. However, Google might offer the list of websites that don’t comply with the Better Ads Standards to other web browsers at some point in the future.

    Which websites end up on the blacklist is entirely at Google’s discression

    Admittedly, Google have created the Coaliton For Better Ads so at least there’s a multi-party body for deciding what “good ads” look like in principle.

    But surely there are ways this can go wrong in the future when the dominant browser vendor, the dominant ad provider, and the dominant arbiter of “bad” ad content are all the same company…

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      Websites that don’t comply with the Better Ads Standards will be labeled as being a threat of this type […]

      Google telling users my website is a threat to them unless I comply with Google’s ruleset for what makes an acceptable ad (e.g. “uses Google’s ad services”) can definitely go wrong in a number of ways.

      At least most people should get less malware and see fewer annoying popups now.

      It’s interesting that the current blacklists include Google ads & analytics, so long as they’re placed on otherwise unacceptable websites. Still, an ad company is choosing to block websites from displaying ads from competing ad services.

      I’m expecting some lawsuits…