WASHINGTON — The blast of sound when an auto-play video unexpectedly rolls on a newly-opened web page will soon be silenced, at least on one popular Web browser.

Google Chrome will block all Adobe Flash content deemed not central to a web page starting Sept. 1, according to Ars Technica.

While the videos will be automatically paused, users can click on a video to play it.

The Flash-blocking feature was introduced earlier this year in a beta version of Chrome. Google has said the blocking was intended to preserve battery life, since auto-playing Flash ads consume a lot of CPU time.

In addition, the move can cut down on malware spread through malicious Flash ads.