Google's Chrome browser will begin blocking some adverts from 15 February. Photograph: Stephen Shankland/Flickr

Google will start automatically blocking intrusive ads within its Chrome browser for desktop and Android from Thursday 15 February.

The change, announced in June, will see the dominant browser that is used by over 56% of internet users block some of the most intrusive ads including full-page prestitial ads, flashing animated ads and auto-playing video ads with sound.

"A big source of frustration is annoying ads: video ads that play at full blast or giant pop-ups where you can't seem to find the exit icon," said Rahul Roy-Chowdhury, vice president for Chrome. "These ads are designed to be disruptive and often stand in the way of people using their browsers for their intended purpose — connecting them to content and information. It's clear that annoying ads degrade what we all love about the web."