Escapist Website Mass Bans (Then Unbans And Guilts) Users Who Mention Adblock

from the building-community-and-value-through-uppercuts dept

Chodelord writes in to note that the Escapist website recently decided it would be a good idea to ban users from  their forums simply for mentioning Adblock. The thread in question started after a user complained that an add for Time Warner Cable was slowing down his computer. Apparently, users who responded to the poster by suggesting the user "get Firefox and AdBlock" found themselves banned from the forums. Users didn't even need to admit they even used AdBlock to get banned -- they simply had to recommend it as a solution to a seemingly-annoying ad. Looking at the forums recently amended posting guidelines does confirm that the folks at the Escapist believe that giving browsing preference advice is a "non forgivable" offense:

Do not confess, teach, admit to, or promote ad-blocking software that will allow users to block the ads of this site.
Indeed. Users quickly (and justly) started complaining about the fact that friends they'd had for years were suddenly being bashed over the head with the ban hammer simply for mentioning an incredibly popular and legal application. After a lot of complaints, the Escapist ultimately wound up unbanning the users according to a forum post, and instead just settled on trying to make the community feel really guilty:
I truely hope that everyone that reads this will consider turning off their ad-blocker for this site. If we have offended you or you don't deem this site to be worthy (and would like to have it shut down instead), do what you will, but don't pretend to be surprised if the site dies.

While it's nice that the Escapist listened to their community, saw reason, and backed away from their ridiculous decision, that doesn't make the decision any less ridiculous (and while they reversed course, the posting guidelines remain unchanged). It also doesn't justify telling your readers that they're responsible for the failure of your business model should users decide to block annoying ads. As Ars Technica recently found out, mandating what your users can and can't do with their own browsers doesn't exactly foster adoration within your community to begin with, but subsequently telling those users they should take a hike if they don't like your position (or in this case even mention ad blockers) isn't particularly endearing, either.

As we've mentioned previously in great detail, if you've got ads on your website that are annoying your users, that is your fault -- not your users' fault. The failure of your business model is also your problem, not theirs. It's up to you to develop a new model that doesn't involve your users being annoyed. Meanwhile, telling your users (essentially) that they're worthless if they don't directly generate ad revenue is misguided. Site visitors bring value to your website in other ways -- whether they block your advertisements or not -- through conversation, participation and links to your content. Of course none of that will happen if you treat them like escaped felons for simply discussing their browser plugins.


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  1. icon
    Mayor Milobar (profile), 20 Apr 2010 @ 4:19pm

    Karl is absolutely right, it's The Escapist's fault for having a flawed business model. So some users are using AdBlock to remove annoying ads and The Escapist's revenue decreases. What would happen if AdBlock didn't exist? Those users wouldn't have the option to remove annoying ads and so they would just stop visiting the site, and The Escapist's revenue would decrease.

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