Mobile provider Three are taking the first steps to controversially blocking mobile advertising for customers using their mobile network. 

They declined to comment when asked to elaborate by the Telegraph, simply stating that they are “committing to give consumers more control over content on their devices”. 

A move like this would certainly have an impact on the digital advertising industry and it is yet to be seen if other mobile network providers will follow suit, altough outgoing EE CEO, Olaf Swantee, did say he was considering on how to clamp down on the most "intrusive or crass" mobile advertising.