New Delhi: Starting September 1, Google will block all Flash content on its Chrome browser, including ads, or auto-play videos on non-video sites that aren’t central to the webpage.
The Flash content will be automatically paused by default, but users have the option to play them if they choose to do so.
Google had introduced the Flash-blocking feature in a beta version of Chrome earlier this year, citing reasons for the blocking being battery life which is consumed more by Flash ads. Disabling auto-play Flash videos could also help bring down the spread of malware.
However, this might not be a move welcomed by advertisers as a vast majority of online advertising uses Flash, Ars Technica reports.
Although Google already automatically converts most Flash ads placed on its AdWords network to HTML5, other sites will simply stop accepting Flash ads entirely.
E-commerce giant Amazon has also updated advertising guidelines and announced that it will stop accepting Flash on September 1 for positive and consistent experience of consumers.
Embedded video players on sites like YouTube and Vimeo will continue to work as before.
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