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Facebook is now rolling out the code update that will disable Adblock Plus’ workaround

Adblock Plus launched a workaround to Facebook’s ad block bypass today that ham-handedly removes posts from friends and Pages,not just ads.

That “plan to address the issue” is coming quick. A source close to Facebook tells me that today, possibly within hours, the company will push an update to its site’s code that will nullify Adblock Plus’ workaround. Apparently it took two days for Adblock Plus to come up with the workaround, and only a fraction of that time for Facebook to disable it.

On Tuesday, Facebook announced it had blended the HTML of its ads on the web into its content so they’d still appear to users with ad blocking software. The company argued that by providing users with more opt-outs of ad targeting, it was addressing a top concern of ad block users, executing on its mission to connect people to businesses as well as each other, and that it’s wrong to avoid compensating websites for their ad-supported services.

Within hours, the leading blocker software company Adblock Plus quickly vowed to crowdsource a workaround from its community. Today it released that update to its filter that it claims once again removes Facebook’s ads. But now Facebook is accusing it of ensnaring legitimate content from friends and Pages, and is rolling out the code necessary to thwart Adblock Plus’ workaround.

Still, the cat-and-mouse game is sure to rage on. 

Adblock Plus may be at a disadvantage because on some platforms it has to get users to update their software or edit their filter list manually in order to push its next move. Facebook can unilaterally revise its website’s code for all users without them having to do anything. That means by the time most of Adblock Plus’ users have downloaded the update, Facebook may have already broken it and be one step ahead.

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