Google Chrome’s New Limit on Ad Blockers Set to Begin in June 2024

Enlarge / Google is looking pretty dilapidated these days.

Aurich Lawson

Google’s Chrome is pressing forward with its plan to limit ad-blocking extensions, despite the outcry over its potential impact on popular Chrome extensions. The “Manifest V3” extension format will soon replace the current “Manifest V2” format, leading to the re-ignition of concerns about the negative repercussions for Chrome’s ad-blocking capabilities.

According to Google’s blog post, the transition to Manifest V3 will begin in June 2024, initially affecting pre-stable Chrome versions such as Beta, Dev, and Canary channels. Following this change, the installation of Manifest V2 extensions from the Chrome Web Store will no longer be supported.

Concerns have been raised about the timeline for the transition to a stable channel rollout, as language used by Google in its communication is vague. The company states that it will “take at least a month to observe and stabilize the changes in pre-stable before expanding the rollout to stable channel Chrome.” However, details surrounding the specific data being collected remain unclear. Additionally, enterprise users are offered an additional year of Manifest V2 compatibility through the “ExtensionManifestV2Availability” policy.

The motivation behind Manifest V3 is to reduce the resource impact of extensions on the browser and enhance user privacy. However, critics, including the Electronic Frontier Foundation, have labeled Google’s description of Manifest V3 as “Deceitful and Threatening,” expressing doubts regarding its efficacy in improving security.

Firefox’s Add-On Operations Manager has made similar claims, refuting the privacy benefits of Manifest V3 and asserting that the current webRequest API already provides safeguards against malicious add-ons.

The ad-blocking community is also taking issue with Google’s decision, particularly in light of the arbitrary limit that will be imposed on “rules” for content filtering add-ons. Initially, Google opted for a restrictive 5,000 rule limit, eventually revising it to a maximum of 30,000 rules after facing public backlash during the initial rollout. These limitations significantly impact content filtering capabilities, affecting popular extensions like uBlock Origin, which currently has over 300,000 filtering rules.

While Google’s move towards Manifest V3 will impact Chrome users and extension developers, competing platforms like Firefox are forging ahead with their implementation of Manifest V3 without similar limitations. This raises concerns that the future of ad-blocking and content-filtering extensions may be more restricted on Chrome than on other browsers like Firefox.

Ultimately, the imminent transition to Manifest V3 will shift the landscape of ad-blocking and content-filtering extensions for Chrome users, potentially leading to reduced functionality and a need to seek alternative browser options for a more comprehensive extension experience.


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