The UK's largest mobile operator EE is considering implementing measures that will allow its customers to control what advertising content they see online.
This would represent a major clampdown on a mobile advertising market that is thought to be worth around £2 billion.
EE chief executive officer Olaf Swantee told the Telegraph that he has launched a strategic review to decide on whether or not the operator should help its 27 million customers restrict the type and quantity of ad content that reaches their devices.
This development comes amid concerns over the increasingly intrusive practices used by the mobile advertising industry.
Options for creating new tools for EE subscribers that allow them to block advertising within apps, such as banners or auto-playing videos, are among the possibilities being investigated by the review.
EE's decision to launch this review could come as a result of its close ties with iPhone maker Apple, which introduced the ability to install blockers in its standard mobile browser software earlier this year.
Mr Swantee, who led EE through its formation with the integration of Orange and T-Mobile, as well as its ongoing £12.5 billion sale to BT, emphasised the fact that he does not seek to block all advertising, but wishes to grant customers more control over the amount they see.
"For EE, this is not about ad blocking, but about starting an important debate around customer choice, controls and the level of ads customers receive," he commented.
"This is an important debate that needs to happen soon. That's why we’ve kicked off a strategic review internally to start considering our plans."
Mr Swantee said that not all ads are bad – and that some of them can be a positive part of the mobile browsing experience.
However, he added that sometimes it can become "intrusive or crass", which is when "it can drive people crazy".