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Chrome will soon shut down videos and ads automatically

by 4com (follow)

The next versions of Google's browser will offer new tools to Internet users to fight noise pollution.

If you listen to music while surfing the web, you must be particularly annoyed by videos whose sound fires automatically. To stop this noise pollution, Google has announced that it will set up controls around the autoplay in future versions of Chrome.

The offensive will start with Chrome 63, which is expected next November. This version of the browser will have a new option to disable the sound on some sites. This option will persist between two browsing sessions, Google said on its blog.

A two-stage evolution

Then, starting with Chrome 64, which will be available in January 2018, automatic triggering of a media will be allowed only when it does not include sound or when the user has clearly indicated his choice to accept the sound on said site.

By not activating the autoplay with sound, Google shows its willingness to make navigation more enjoyable. The firm of Mountain View specifies that if the autoplay has qualities, it remains "one of the major preoccupations of Internet users". A survey carried out in the United States last June by the analysis firm Nielsen Norman Group showed that autoplay advertisements were among the most hated by Internet users. The Coalition for Better Ads also interviewed American and European Internet users.

That said, Chrome is not the only browser to offer such a feature. Safari 11, which will arrive at the end of September, will also give the user the possibility to block the videos in autoplay.
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