Just like banner ads, there will be some side effects when inserting advertisements. In addition to extending the page download time, users have to close these newly opened windows. If an advertisement window appears every time you open a webpage, it will obviously arouse the extreme disgust of users. Even smart online advertisements like "Super Magazine" still have some side effects. Because of this, there are even some softwares aimed at eliminating all kinds of pop-up advertisements, such as "popoff that makes the advertisement window die" and "adsoff that makes the webpage advertisement go away".

The most representative user's opposition to pop-up advertisements occurred in June 2000. Aol users filed a class action lawsuit against AOL for inserting pop-up advertisements on the page, demanding that AOL stop this infringement and compensate users for 20 million US dollars. Because, users think that pop-up advertisements suddenly appear when reading without prior notice from AOL and users don't want them, which is an infringement on users' legitimate rights and interests, because users have paid a fixed access fee.

In view of the resistance of some users to all kinds of interrupted advertisements, we should pay special attention to the display mode and opportunity of advertisements. But many websites don't seem to pay enough attention to this, and often pop up some unimportant "announcements" and "notices" on the home page. When users click "Go Home" many times, they have to close many small windows. Even some well-known websites are harassing their users with these "little tricks". Obviously, this is unwise.