Google may soon come to the rescue of Chrome users harried by unnecessary ads. The company is planning to bring an ad-block feature to Chrome which might soon be made active in the coming weeks, as per The Wall Street Journal report.

Well, this may sound like a contradiction as this move by Google will be like culling its own chickens. Pretty much so as it is earning a good amount of cash thanks to Adsense.

Read: Google rolling out revamped My Apps and Games section in Play Store

But it is a well thought defensive plan by Google with an aim to to reduce the use of third-party ad-blockers that strip out all ads and instead bring its own ad-block tool which will only ‘filter out certain online ad types deemed to provide bad experiences for users as they move around the web.’

This brings up the question as to what ads would be Google consider unacceptable. The Wall Street Journal says:

In one possible application Google is considering, it may choose to block all advertising that appears on sites with offending ads, instead of the individual offending ads themselves.

This may be a warning bell for site owners who ‘might be required to ensure all of their ads meet the standards, or could see all advertising across their sites blocked in Chrome.’ Once implemented, the ad-block feature will be made compatible for both the desktop and mobile versions of Chrome.

via 9to5Google