The French internet provider, Free, has released a firmware update to their DSL routers that includes a surprising new feature, a built-in ad blocker that is enabled by default. The ad-blocker is in beta status, and doesn't seem to be universally effective yet, but it does work for certain sections of their network, including Paris. One of the targets of the ad-blocker is Google Ads.
The ad-blocker can be turned off by the end user, but you would have to access the router control panel in order to do this. And there is no way yet to modify the types of ads that will be blocked, since there is no way to make a whitelist of accepted ads. The ad-blocker is either on, or off.
Free and other French ISP's have had a contentious relationship with Google before this, with the ISP's stating that video services like Youtube are hitching a "free ride" on their networks. This ad-blocker may just be the opening salvo in a new war between the contending parties.
You can read more about the story at The Verge.
And you can read about the bad blood between the French ISP's and content providers at Gigaom.
