Firefox’s iOS app comes with a new built-in ad blockerIt stops all kinds of ads, but there are some exceptionsThe move could convince me to finally switch from SafariI’ve been a loyal Firefox user for 20 years now, but that’s only been true for the desktop app. Despite Firefox being one of the best web browsers around, I’ve resolutely stuck with Safari on my iPhone — but a new Firefox feature could finally convince me to make the switch on mobile. In a support document, Firefox developer Mozilla explains that its browser now comes with an “experimental” ad blocker that is based on the EasyList filter, allowing Firefox to “block many ads before they load.” The ad blocker puts a stop to a variety of advertising types. That includes third-party advertising networks, ad-related trackers, third-party ads served on websites, and more intrusive formats such as pop-ups and overlays.The feature is being rolled out gradually and is disabled by default, but you can enable it by opening Firefox, tapping the '…' button, then selecting Settings. From there, go to Browsing and enable the toggle next to Ad Blocker. Alternatively, you can enable it by opening the app menu when browsing a web page. It’s worth noting that there are a couple of exceptions to what the feature blocks. For one thing, it won’t stop sponsored content on the Firefox Home or New Tab pages, nor will it block search engine ads, as these are both sources of income for Mozilla. As well as that, Mozilla warns that some ads might slip through the net because “some websites serve ads in ways that are not covered by the current filter list".Finally making the switch(Image credit: Mozilla)Although Safai on iOS can block website pop-ups, it doesn’t have a built-in ad blocker and requires you to use a third-party extension if you want to shut down annoying ads. With Firefox gaining this functionality natively, Mozilla has given its browser a leg up over the competition — and has given me a strong reason to switch. And since I’m a strong believer in user privacy — its robust privacy stance is one reason why I’ve stuck with Firefox for so long — this is exactly the type of feature that appeals to me. Given how invasive ads and trackers are, blocking them is a priority for me. I’ve long stuck with Safari due to inertia. I have a lot of tabs open on Apple’s browser and don’t want to lose most of them. But with my beloved Firefox adding a built-in ad blocker on iOS, tab hoarding feels like a bad reason to stick with Safari. Now could be the time to finally kick that inertia and make the switch. If you hate website ads and want to look out for your privacy, Firefox just gave you a great reason to give it a try.