![](\"http:\/\/demo6.aiwalls.com\/imgs\/tech\/0423\/acastro_200211_3900_Brave_0001.0.02394.jpg\")
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Illustration by Alex Castro \/ The Verge<\/cite><\/p>\n Brave announced a new feature for its browser on Tuesday: De-AMP, which automatically jumps past any page rendered with Google\u2019s Accelerated Mobile Pages framework and instead takes users straight to the original website. \u201cWhere possible, De-AMP will rewrite links and URLs to prevent users from visiting AMP pages altogether,\u201d Brave said in a blog post. \u201cAnd in cases where that is not possible, Brave will watch as pages are being fetched and redirect users away from AMP pages before the page is even rendered, preventing AMP \/ Google code from being loaded and executed.\u201d<\/p>\n Brave framed De-AMP as a privacy feature and didn\u2019t mince words about its stance toward Google\u2019s version of the web. \u201cIn practice, AMP is harmful to users and to the Web at large,\u201d Brave\u2019s blog post said, before explaining that AMP gives Google even more knowledge of users\u2019 browsing habits, confuses users, and can often be slower than normal web pages. And it warned that the next version of AMP \u2014 so far just called AMP 2.0 \u2014 will be even worse.<\/p>\n Brave\u2019s stance is a particularly strong one, but the tide has turned hard against AMP over the last couple of years. Google originally created the framework in order to simplify and speed up mobile websites, and AMP is now managed by a group of open-source contributors. It was controversial from the very beginning and smelled to some like Google trying to exert even more control over the web. Over time, more companies and users grew concerned about that control and chafed at the idea that Google would prioritize AMP pages in search results. Plus, the rest of the internet eventually figured out how to make good mobile sites, which made AMP \u2014 and similar projects like Facebook Instant Articles \u2014 less important. <\/p>\n A number of popular apps and browser extensions make it easy for users to skip over AMP pages, and in recent years, publishers (including The Verge\u2019s<\/em> parent company Vox Media) have moved away from using it altogether. AMP has even become part of the antitrust fight against Google: a lawsuit alleged that AMP helped centralize Google\u2019s power as an ad exchange and that Google made non-AMP ads load slower. <\/p>\n In a statement provided to The Verge<\/em>, Google spokesperson Lara Levin said that AMP is an open-source framework and continues to be helpful to developers. She said that Brave\u2019s \u201callegations are misleading, conflate a number of different web projects and standards, and repeat a number of false claims.\u201d <\/p>\n Still, nobody has gone after AMP quite as hard as Brave. De-AMP is somewhat reminiscent of Mozilla\u2019s Facebook Container extension, which it created in 2018 as a way for Firefox users to prevent Facebook from tracking them across the web. It\u2019s a statement of values in the form of a new feature. Google has been a target for Brave for years, too; Brave has published blog posts complaining about Google\u2019s privacy features and even went so far as to build its own search engine. Brave has long billed itself as a privacy-first browser, so Google is a logical villain to choose.<\/p>\n Of course, for all Brave\u2019s bravado and development, it holds only a tiny portion of the browser market, and Chrome continues to dominate. So no matter how much of the internet turns against it, AMP won\u2019t die until Google kills it.<\/p>\n Update, March 21st, 9:20AM ET:<\/strong><\/em> Article updated with comment from Google.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":" Illustration by Alex Castro \/ The Verge Brave announced a new feature for its browser…<\/p>\n","protected":false},"author":1,"featured_media":5380,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2284],"tags":[],"class_list":["post-5379","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-guides"],"_links":{"self":[{"href":"https:\/\/game8k.com\/index.php?rest_route=\/wp\/v2\/posts\/5379","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/game8k.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/game8k.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/game8k.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/game8k.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=5379"}],"version-history":[{"count":0,"href":"https:\/\/game8k.com\/index.php?rest_route=\/wp\/v2\/posts\/5379\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/game8k.com\/index.php?rest_route=\/wp\/v2\/media\/5380"}],"wp:attachment":[{"href":"https:\/\/game8k.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=5379"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/game8k.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=5379"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/game8k.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=5379"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}\u201cIn practice, AMP is harmful to users and to the Web at large\u201d<\/q><\/p>\n