Google will be releasing Chrome 64 this week, and will include improved pop-up blocking and the ability to mute entire websites that auto-play videos - essentially blocking auto-played videos for users who opt out. The feature will work similarly to the 'Mute tab' function currently built into Chrome, with users being able to simply right-click a tab and permanently mute an entire website.
This is part of Google's push to natively block ads that don't conform to certain standards set out by the Coalition for Better Ads. In a following update, "starting on February 15, in line with the Coalition's guidelines, Chrome will remove all ads from sites that have a “failing” status in the Ad Experience Report for more than 30 days. All of this information can be found in the Ad experience report help center, and our product forums are available to help address any questions or feedback," Google said.
Apple's Safari browser has already implemented the option to block auto-play videos across the board (albeit on an opt-in basis) and Firefox has hinted at implementing further measures as well, aside from the already sizable number of add-ons that can serve a similar purpose.