Google is planning to restrict modern ad blocking Chrome extensions to enterprise users only, 9to5Google reports.

The proposal will mean modern ad blockers such as uBlock Origin – which uses Chrome’s webRequest API to block ads before they’re downloaded – won’t work.

Paid enterprise-only users will still have the ability to block unwanted content, but consuners won't, as ads remain the heart of Google’s business model.

There are many users who won’t use Chrome without an ad blocker, so it will see some switch to other providers such as Firefox.