Google has now started blocking websites that use deceptive content or ads to make you do things that you wouldn't normally do, such as fake download buttons that appear right next to the real download button, or pop-ups demanding you phone tech support to remove a million malware infections that were apparently found on your computer. It sounds like this will be a gradual rollout; it'll take time for Google to work out which sites are consistent offenders.
The blocking will occur via Google's Safe Browsing tech, which you've probably seen before: it's that big red interstitial that appears when you click on a dodgy search result. Safe Browsing has been around for years, but it mostly just prevented you from visiting sites that were serving up malware, or sites that Google had otherwise deemed unsafe.
In November, however, Google started blocking sites that used "social engineering attacks" to get you to install unwanted software or reveal sensitive information—and today, Google is expanding that to websites that serve up deceptive embedded content (i.e. adverts). Google gives the following examples of ads that will get a website blocked:
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