F-Secure has released a free ad blocker app for Apple's iOS 9 that it said will give consumers more control over the ads pushed to their devices, saving them time by limiting bandwidth dedicated to unwanted ads.
F-Secure AdBlocker prevents ads from loading in Safari by using a filter contained in F-Secure's Security Cloud. The filter contains a list of known ad servers and simply blocks them when they attempt to download an ad to a device running the app.
F-Secure defended the practice saying other devices have the ability to control how ads are displayed.
"Turning down the volume on a TV ad is perfectly ok, and volume levels are often regulated to prevent ads from being too intrusive. Bringing ad blocking to digital media is really just giving people a way to turn down the noise,” said F-Secure Security Advisor Sean Sullivan in a written release.