‘Facebook will circumvent browser ad-blocking tools to push web adverts onto people’s screens.

The new policy calls for the social network to serve up ads regardless of the presence of ad-blocking software, and in exchange give users greater control over their ad preferences to cut down on intrusive or annoying ads.

The thinking behind the move, says Facebook, is to eliminate complaints that folks have had about irrelevant or irritating ads and, in the process, take away their reason for wanting ad blockers. The social network notes that, as a free service, it has to use the ads to bring in revenues.’

Read more: Facebook to forcefeed you web ads, whether you like it or not: Ad blocker? Get the Zuck out!