This Chrome extension blocks food ads during Ramadan

We are currently well into the season of Ramadan and to support the Muslim community as they fast, independent creative agency, UltraSuperNew Singapore has created a Chrome extension that specifically blocks out all food-related content on users' browsers from sunrise to sunset.

Meant to provide a virtual respite from "relentless culinary temptations", the extension will block food images, allowing those fasting to "keep one’s mind focused on what matters".

The agency explained that maintaining discipline of both mind and body takes precedence as individuals go through their day while abstaining from food and water. "With the modern workday involving so much time online - reading articles, researching topics or just connecting with friends and family, it can be even more intense with the constant barrage of food ads and food related content being served," it said in a statement. 

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"As the sacred month of Ramadan commences on March 10th and concludes on April 10th, our Muslim friends seek respite from online images of food as they observe their fast from sunrise to sunset," it wrote on the extension's overview page. "It's a time when they would appreciate not being inundated with food ads and images, allowing them to focus on their fasting without temptation."

“Being in the business of inciting temptation and creating wants among consumers, we wanted to do more this Ramadan season and show our support to the community,” added Elric Carvalho, head of creative at UltraSuperNew Singapore.

To raise awareness about the Chrome extension, influencers will be helping to spread the word across their channels.  UltraSuperNew will also be sharing more about the extension across their social media channels, including Instagram and TikTok.

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