International telecoms firm Digicel is to block online adverts from third parties.

The move — a first for mobile operators — means online advertising companies like Google, Facebook and Yahoo will now have to pay to deliver adverts to their subscribers — or face a block.

Denis O’Brien, the Irish-born chairman of Jamaica-based Digicel, said: “This is about giving customers the best experience and about getting access to broadband to the unconnected and allowing them to benefit from the opportunities it affords.

“Companies like Google, Yahoo and Facebook talk a great game and take a lot of credit when it comes to pushing the idea of broadband for all — but they put no money in.

“Instead, they unashamedly trade off the efforts and investments of network operators like Digicel to make money for themselves.

“That’s unacceptable and we as a network operator are taking a stand against them to force them to put their hands in their pockets and play a real role in improving the opportunities for economic and empowerment for the global population.”

Digicel said that advert control benefited both customers and network operators because adverts can use up to 10 per cent of customers’ data plan allowances.

But the use of hi-tech blocking technology will allow customers to browse the mobile web and apps without interruption from unwanted advertising messages.

The deployment of advert control technology, developed by Israeli firm Shine Technologies, will begin in Jamaica, then expand across Digicel networks in the Caribbean region, Central America and the South Pacific.

Shine’s technology works by blocking display and video adverts inserted by advert networks in both mobile browsers and apps at the network level.

Digicel said it was now looking to enter into revenue sharing agreements with major companies like Google so the cash can be reinvested in network deployment and “the bridging of the digital divide.”

The company added: “Currently, these companies do not pay to make use of the network and the services they provide on it suck up bandwidth to make money for themselves through advertising while putting no money in.”

Shine CEO Ron Porat said: “We believe it is now time for everyone in the digital advertising ecosystem to look to the future and start having a conversation about how better and sustainable digital advertising can be created to foster stronger, mutually beneficial arrangements that are based on transparency and trust.”