In reply to Alan James - Rockfax:
> ... flashing adverts are now on the way out and the modern trend is for relatively smooth HTML5 ads ...
To some of us these are as bad, or worse. For example, checking UKC with my non-usual browser, there is a current ad for WC krabs that has multiple directions of motion. This sort of thing in my peripheral vision when I'm trying to read something quite literally makes me nauseous -- which is why, by default, I run the unmentionable software.
As I see it, static ads: good; anything with any sort of motion: bad. Which is a pity because, as a climber with disposable income to spend on my main hobby, I'd be entirely happy to see more (static) ads, and indeed have quite a few times bought things after seeing ads for climbing stuff.
The ad industry and browser creators need to collaborate in allowing the user to control what they find acceptable. For example, an option for static ads only would be really good (and one I'd prefer to the current situation of having to install unmentionable software that zaps everything). With Apple (I think?) planning to install zappers in browsers, an arms race to greater and greater obnoxiousness is not one that the ad industry will win.