diff --git a/locales/index.d.ts b/locales/index.d.ts
index 4171a41f17..9f285f08f1 100644
--- a/locales/index.d.ts
+++ b/locales/index.d.ts
@@ -13451,6 +13451,10 @@ export interface Locale extends ILocale {
      * Custom font size
      */
     "customFontSize": string;
+    /**
+     * Hide ads
+     */
+    "hideAds": string;
 }
 declare const locales: {
     [lang: string]: Locale;
diff --git a/packages/frontend/src/pages/settings/preferences.vue b/packages/frontend/src/pages/settings/preferences.vue
index 1c8e418182..7467439269 100644
--- a/packages/frontend/src/pages/settings/preferences.vue
+++ b/packages/frontend/src/pages/settings/preferences.vue
@@ -913,10 +913,10 @@ SPDX-License-Identifier: AGPL-3.0-only
 							</MkFolder>
 						</SearchMarker>
 
-						<SearchMarker :keywords="['ad', 'show']">
+						<SearchMarker :keywords="['ad', 'show', 'hide']">
 							<MkPreferenceContainer k="forceShowAds">
-								<MkSwitch v-model="forceShowAds">
-									<template #label><SearchLabel>{{ i18n.ts.forceShowAds }}</SearchLabel></template>
+								<MkSwitch v-model="hideAds" :disabled="!$i.policies.canHideAds">
+									<template #label><SearchLabel>{{ i18n.ts.hideAds }}</SearchLabel></template>
 								</MkSwitch>
 							</MkPreferenceContainer>
 						</SearchMarker>
@@ -1097,6 +1097,9 @@ const trustedDomains = prefer.model(
 	(domainsString) => domainsString.split('\n').map( d => d.trim() ).filter( x => x.length > 0),
 );
 
+// Inverted to map between "hide ads" and "force show ads"
+const hideAds = prefer.model('forceShowAds', x => !x, x => !x);
+
 watch([
 	hemisphere,
 	enableInfiniteScroll,
diff --git a/sharkey-locales/en-US.yml b/sharkey-locales/en-US.yml
index 67d0ec694c..7218086426 100644
--- a/sharkey-locales/en-US.yml
+++ b/sharkey-locales/en-US.yml
@@ -675,3 +675,5 @@ clearCachedFilesOptions:
   keepFilesInUseDescription: "this option requires more complicated database queries, you may need to increase the value of db.extra.statement_timeout in the configuration file"
 
 customFontSize: "Custom font size"
+
+hideAds: "Hide ads"