Google has recently announced that its Chrome web browser will prevent some Flash content from automatically playing with effect from September 1.

This means that from September 1 onwards non-important Flash files in Chrome will become click-to-play by default and remain freeze unless a user chooses to run the ad.

Users will have the option to play the content, but they will need to adjust the browser’s settings to automatically play content requiring a Flash plugin.

Adobe Flash is still widely used for multimedia content, but a number of security and performance issues have prompted calls to make a move from it. Furthermore, vulnerabilities in Flash are one of the most common ways that malware enters computers.

In June, the search giant said it planned to freeze Flash content that wasn’t central to a Web page but allow other content such as videos to autoplay.

The motive behind Google’s decision was to improve Chrome’s performance by removing multiple pieces of Flash content running at the same time. It said that battery life is drained in notebooks and tablets running the Flash plugin.

Under the new approach, only the main plugin content on websites will be able to run automatically.

For advertisers who are concerned about their advertisements being frozen out, Google has recommended them to consider switching to HTML5.

Google isn’t the only one taking such a move, Mozilla temporarily disabled the Flash Player in their browsers amid security concerns and Facebook’s security chief has called out for the end of Adobe Flash.

Recently, Amazon also announced it will cease serving Flash ads on both and on the Amazon Advertising Platform with effect from September 1.