OpenIDEO is an open innovation platform. Join our global community to solve big challenges for social good. Sign Up / Login or Learn more

Internet browser plugin that filters online ads

A browser plugin can filter ads to show only those from companies that match the settings we have chosen according to ethical business practices.

Photo of DeletedUser
2 3

Written by DeletedUser

A browser plugin filter ads according to settings we have chosen. Each person can choose different types of settings, e.g. environment conscious, fair-trade, equal opportunities, etc.

The plugin settings are based on aggregating existing rankings for ethical companies such as the one from

How does your concept celebrate, identify or inspire for-profit businesses that act as agents of world benefit?

There is an increasing awareness amongst businesses that they need to be open, honest and connect with customers in more ways than just simply selling product/services to them. There are a few well known cases of business doing that and being successful. One example is, which was born with an ethos of being sustainable, reinvest profits in a foundation, or using natural ingredients. They could do this because they are a new company with young people who understand how perceptions have changed about what being a respected company means. But for most companies with a long story in the market adapting to a similar approach of doing business is not so easy. Traditional business find it more difficult to see the advantages they would get by doing so. What a internet browser plugin that filtered ads could do, is to offer those traditional businesses a way to visualise how changing their ways could result in observable commercial benefit.

How will your concept help us create or leverage stories of world benefit that are sticky and shareable?

If a company is not in the filtered list that users choose, they will be loosing money. By putting pressure on those businesses that do not comply with ethical business practices, environment, equality, etc., we can make change their way of doing things. The more people who choose to filter the ads that they see online, the more pressure that business will have to change. In an era where all advertisement is moving online world, companies could not choose to ignore this.

What will it take to scale your concept so that its reach is global and widespread?

The most important aspect of the concept would be related to the adoption of the plugin. There will need to be a campaign to introduce the plugin to conscious internet users, and at the same time to convince business that being included in the list of businesses within the plugin would have a direct impact of their sales but also in terms of their brand.


Join the conversation:

Photo of Meena Kadri

Great thoughts on aggregating info to nudge optimal business practise, Sergio!

View all comments