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Firefox for iOS adds built-in ad blocker, giving Safari users a reason to switch

Mozilla is rolling out an experimental built-in ad blocker for Firefox on iOS, based on EasyList filters. The feature, disabled by default, blocks many ads and trackers and could lure Safari users to switch.

AI News Feed · 2026-08-18 07:27

According to a support document from Mozilla, the feature is based on the EasyList filter and blocks many ads before they load. It stops a variety of advertising types, including third-party advertising networks, ad-related trackers, third-party ads served on websites, and more intrusive formats such as pop-ups and overlays.

The roll out is gradual and the ad blocker is disabled by default. Users can enable it by opening Firefox, tapping the ellipsis button, selecting Settings, then going to Browsing and toggling Ad Blocker. It can also be turned on from the app menu while browsing a web page.

There are exceptions. The feature will not block sponsored content on the Firefox Home or New Tab pages, nor will it block search engine ads, as these are sources of income for Mozilla. Mozilla also warns that some ads might slip through because some websites serve ads in ways not covered by the current filter list.

Safari on iOS can block website pop-ups but does not have a built-in ad blocker, requiring third-party extensions to shut down annoying ads. Firefox gaining this functionality natively gives it an advantage over the competition, according to a TechRadar report.

The report quotes a long-time Firefox user who said they have stuck with Safari on iPhone for years due to inertia, citing the number of open tabs. The new feature, combined with Firefox's privacy stance, was described as a strong reason to finally make the switch on mobile.