Trinity Mirror is reportedly exploring plans to prevent readers of its websites from using ad-blocking software.
The publisher is understood to be looking into ways of stopping online readers from using the software, which blocks advertising on their iPhones and iPads.
Trinity Mirror has declined to comment on the reports, which surfaced in yesterday’s edition of The Times.
The national daily claims that unnamed sources at the company Trinity Mirror have confirmed the plans.
Ad-blocking apps are seen as a threat to many newspaper publishers, who rely on advertising so they can give away their online content for free.
The Times quoted an unnamed newspaper executive as saying: “Forget the arrival of Buzzfeed, this is potentially the biggest threat to our industry.”
Ad-blockers have risen dramatically in popularity since Apple last month launched its new operating system, which allows its customers to download the software for the first time, to prevent adverts interfering with their usage of websites.
The Washington Post is among the publishers who have fought back, with the title preventing people from reading content if they are using ad-blocking software.
Its readers are intermittently redirected to a subscription page if they are using ad-blockers and are also asked to disable the software so they can read content.
A Trinity Mirror spokeswoman said the company was not issuing any statement about the reports.