However, Facebook, which made its move only two days ago, has retorted that AdBlock Plus’ method is removing more than just ads.
A Facebook spokesperson said: "We’re disappointed that ad blocking companies are punishing people on Facebook as these new attempts don’t just block ads but also posts from friends and Pages."
Ben Williams, head of operations at Adblock Plus, wrote in a blog post that its new filter may not be effective for long.
Williams said: "This sort of back-and-forth battle between the open-source ad-blocking community and circumventers has been going on since ad blocking was invented; so it’s very possible that Facebook will write some code that will render the filter useless — at any time."
Steve Chester, director of data and industry programmes at the Internet Advertising Bureau, told Campaign this week that publishers should be wary of emulating Facebook by trying to make ads indistinguishable from non-commercial content.