Three is to deploy network-based ad blocking technology across its operations after a successful trial with Shine Technologies.

The two companies have been trialling the tech in Italy and the UK.

The operator said its goal was not to eliminate mobile advertising in its entirety, but to give customers more control, choice and greater transparency over what they receive.

It said network-based ad blocking was a more powerful and effective solution than app-based technologies as it reaches “a broader range” of mobile advertising.

Three outlined three goals for its ad blocking strategy.

First, advertisers not consumers should pay the data charges related to receiving adverts.

Second, customers’ privacy and security must be “fully protected”. Three suggested it would not support advertisers who extract and exploit data about customers without their knowledge or consent.

Finally, Three said customers should be entitled to receive advertising that is relevant and interesting to them, and not have their data experience in mobile “degraded by excessive, intrusive, unwanted or irrelevant adverts”.

The two companies promised to unveil more precise details over the coming months.

[Read more: Three UK Chairman makes O2 promises, attacks Ofcom CEO and ridicules rivals]

Three UK Chief Marketing Officer Tom Malleschitz said: “Irrelevant and excessive mobile ads annoy customers and affect their overall network experience.

“We don’t believe customers should have to pay for data usage driven by mobile ads.

“The industry has to work together to give customers mobile ads they want and benefit from.

“These goals will give customers choice and significantly improve their ad experience.”

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