On this one I have to side with the advertisers. If a customer wants to block ads that one thing... if an ISP wants to block ads... or... "achieve change by working with all stakeholders" that sounds like (a) a whitelist or blacklist or smart system that will go wrong sometimes, and (b) a protection racket. This is what net neutrality is for (not that we have it any more).
As altruistic as this may appear, I really don't want my data altered, on-the-wire, in any way, by my ISP. It should be my choice as to what is to be blocked, and I think time should instead be taken to educate users on how to install ad blockers onto their mobile devices.
Yeah, not on Three's side here. It's not like ads are illegal / immoral / ianything. If a user wants to block, cool - not the ISP. Doesn't a portion of the online world depend* on ad revenue to exist? WTF are they doing?
This is a subtle (or maybe no so subtle) way to block advertisers until they pony up a bit of cash. There's no way a move like this doesn't end up with a bit more money in the pockets of Three UK.