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The new policy will allow Spotify to suspend accounts that use ad blocking technology.

Around 70 million internet users in the US deploy ad blockers, according to eMarketer report last year. Spotify announced this week that it has 116 million ad-supported monthly active users and generated $198million in ad revenue in Q4. Their ad-free monthly subscription at $10 is currently used by 96 million people.

But the company told investors last year that around 2 million users had tools to “suppress” ads. The new terms of services expressly forbid “circumventing or blocking advertisements in the Spotify Service, or creating or distributing tools designed to block advertisements in the Spotify Service".

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