Adblock Plus blocks "unblockable" ads on Facebook

Just as we suspected it didn't take long for things to escalate in response to Facebook's adblocker ads override that wants to show you ads even if you use a adblocker. Adblock Plus has already updated its filters to block Facebook's new ads... and Facebook has already altered them to show it again.

Is was expected that Adblockers would quickly adapt to Facebook's new ad policy, that tries to convince users their ads are "good for them" and "there's no need to use adblockers".Adblock Plus quickly reacted to it and started blocking the new ads with a simple new filtering rule:

• facebook.com##DIV[id^="substream_"] ._5jmm[data-dedupekey][data-cursor][data-xt][data-xt-vimpr="1"][data-ftr="1"][data-fte="1"]

But instead of letting it go, Facebook has decided to respond in kind, and updated its ads to bypass this new rule. It's exactly the sort of absurd thing that we predicted it would happen should Facebook go down this road - and although Facebook sure has the resources and the expertise to make adblocker's lives much more difficult, it's easy to see it's an impossible to win scenario.

... We just have to wait and see how long and how far they're willing to push this through until they realize it.