Following Google and Mozilla, Microsoft has also hardened its stance against deceptive ads by launching a programme to filter out misleading ads through its Internet Explorer browser.
Microsoft said in a blog, "There has been a recent increase in the number of online advertisements that are intentionally misleading in nature.
"We’ve found that these types of advertisements often try to convince a user to do something, the consequences of which they may not fully understand, such as visiting an infected website or downloading a programme that can negatively impact their browsing experience."
Internet Explorer users who have turned on their SmartScreen Filter feature will receive warnings if the browser detects any ads which could potentially trick users.
Microsoft is updating its evaluation criteria in its security products for detecting those deceptive ads.
"We are currently updating our evaluation criteria to address new technology changes, industry trends, customer feedback, and our desire to help better protect our customers," the blog post added.
"We are working with the industry and our partners to understand and implement these changes."
According to the company, the advertisements should not trick users to visit another site or downloading files.
As per the updated evaluation criteria, an advertisement must be distinguishable from website content, must not be laced with malicious code, and must not prompt file downloads.