Popole Misenga made it into the last 16 in the mens 90kg division, where he was beaten by the current world number one

For nearly 20 seconds, Popole Misenga refused to submit as he struggled to wrestle free from the devastating hold that was slowly hyperextending his elbow during Wednesdays judo competition. Around him, the crowd in the nearly full Carioca Arena 2 swelled. How much agony could he withstand?

Turns out plenty. The 24-year-old freed himself from the armbar and, with eight seconds left, hurled Indias Avtar Singh to the mat with a seoi-nage, or shoulder throw, for a yuko to seal an opening-round victory that meant something more.

Misenga and his fellow judoka Yolande Mabika from the Democratic Republic of the Congo are two of 10 athletes competing for the first Olympic refugee team, a group that includes two Syrian swimmers, five South Sudanese runners and an Ethiopian marathon runner athletes who would otherwise find themselves without a country and excluded from the Games.

Misenga and Makiba say they endured severe mistreatment by their coaches while competing for DRCs national team. They recall being denied food for days on end and locked into a cell after failing to win competition medals. When they travelled to Brazil for the world judo championships three years ago, the pair decided to flee the team hotel and take their chances on the streets of Rio without passports, money or food and to seek asylum.

When the International Olympic Committee announced the establishment of a refugee team as a way to shine a light on the worldwide refugee crisis, Misenga and Makiba were chosen. The teams emotional march into Maracan stadium at the end of Fridays opening ceremony ahead of the hosts Brazil represented one of the indelible moments of Rio 2016.

Misengas win on Wednesday took him into the last 16 of the mens 90kg division, where he faced the world number one, Gwak Dong-han of South Korea. Amid chants of Po-po-le! Po-po-le! from the crowd, Misenga lost by ippon on a sliding lapel strangle in the final minute. He said afterwards that he was proud to last more than four minutes against the reigning world champion and vowed to return to the Games to improve on his ninth-place finish.

Its an honour to be in the Olympics. I fought with a champion, said Misenga, who has not seen his family for 15 years but was confident they were watching back in DRC. Im just really happy to be here because everybody understands and knows about the refugee team, knows the refugee story. People around the world, theyre all watching this competition right now.

Mabika was forced to tap out of her opening round match in the womens 70kg division on Wednesday after Israels Linda Bolder put her in a triangle choke, but the 28-year-old was positively thrilled with her moment on the Olympic stage.

I felt perfect, she said. I entered the stadium to fight and I felt a lot of people calling me, encouraging me. I felt at home.

I feel that many people liked me. Im representing many nations and my victory is a victory for all refugees in the world. I lost, but Popole won his bout and so I am so happy. As we are a team, a team of many nations that are together.

When Im older, people will see my name in the books about Rio 2016 Olympic Games. My name, Yolande Bukasa, entered history.

Afterwards, Geraldo Bernardes, the four-time Olympic coach for the Brazilian national team who trains both judokas, beamed with pride.

They only had four months to train, the others had four years, he said. It was already the medal for me, the medal of my heart.

Read more: https://www.theguardian.com/sport/2016/aug/10/refugee-judokas-out-of-olympics-but-thrilled-all-the-same

Users of mobile adblockers will continue to experience an ad-free version, and Adblock Plus warns the decision takes a dark path against user choice

Facebook is starting to bypass adblockers on its desktop website, in the companys first major foray into the war between advertisers and those who would see an internet without any advertising at all.

Between them, Facebook and Google control an astonishing 64% of the digital advertising market, but that doesnt mean the two companies are immune to the prevailing trend, which has seen usage of adblockers double in just over two years.

But their approaches to the problem has been very different. Google has become the key member of the acceptable ads programme run by Adblock Plus, the leading desktop adblocker. That programme allows selected adverts through its mesh provided they are unintrusive and technically secure and provided the advertiser (if theyre above a certain size) pays Adblock Plus a cut of the revenue. That has seen the programme branded extortion by some, including German publishers Zeit Online GmbH and Handelsblatt GmbH, who lost a court case on just that claim.

In Britain, culture secretary John Whittingdale described adblocking as a modern-day protection racket, widely interpreted as a reference to the Adblock Plus whitelist.

In its blogpost announcing the change, Facebook also made a sideswipe at the acceptable ads programme. Some adblocking companies accept money in exchange for showing ads that they previously blocked a practice that is at best confusing to people and that reduces the funding needed to support the journalism and other free services that we enjoy on the web, wrote Andrew Bosworth, the companys advertising head.

Facebook is one of those free services, and ads support our mission of giving people the power to share and making the world more open and connected. Rather than paying adblocking companies to unblock the ads we show as some of these companies have invited us to do in the past were putting control in peoples hands with our updated ad preferences and our other advertising controls.

The company will only be bypassing adblockers on the desktop version of its website for now, meaning users of mobile adblockers will continue to experience an ad-free version. But the vast majority of Facebooks mobile users use the companys apps, which are largely immune to adblockers.

The new controls allow users to manually remove certain preferences from their Facebook profile, ensuring that, for instance, they can opt-out of adverts on cats even if the site has profiled them as being a cat lover. Users can also now manually opt-out of certain customer lists, ensuring that liking a page doesnt saddle you with adverts from that firm forever.

Facebook hopes that those new controls will sweeten the bitter pill for former adblocking users. But the company, which hasnt disclosed how it will be bypassing the adblockers technology, is likely to find itself embroiled in an arms race with adblocking firms themselves.

Adblock Plus suggested as much in its response to the announcement, saying that Facebooks decision was an unfortunate move, because it takes a dark path against user choice.

The firms founder, Till Faida, added that circumvention of adblockers happens every day: since the invention of spam filters, spammers have always tried to work around them. So far I havent seen anything that was hard to tackle.

Adblock Plus also hit back at Facebook where it hurts: the companys bottom line. Its hard to imagine Facebook or the brands that are being advertised on its site getting any sort of value for their ad dollar here: publishers (like Facebook) alienate their audience and advertisers (the brands) allow their cherished brand name to be shoved down peoples throats.

That assessment has come on a bad day for Facebooks own ad business, with Proctor and Gamble, the worlds biggest advertiser, announcing plans to scale back Facebook adverts that target specific customers.

We targeted too much and we went too narrow, the companys head of marketing told the Wall Street Journal, and now were looking at: What is the best way to get the most reach but also the right precision?

P&G wont yet scale back overall spending on Facebook, but will instead switch to the companys more traditional display adverts, and only use targeted adverts when it makes total sense for instance, baby products for expecting mothers.

Read more: https://www.theguardian.com/technology/2016/aug/09/facebook-adblockers-desktop-browser

The Partnership for a Drug-Free America, now renamed as the Partnership for Drug-Free Kids, was responsible for the 1987 ad and has made a reboot

This is your brain, a man says, holding an egg. Those who saw the public service announcement firsthand in the 1980s likely remember the rest. This is drugs. He points to a frying pan and cracks the egg inside. This is your brain on drugs.

The classic advertisement from 1987 has gotten a facelift for the modern day. The infamous egg remains, but the emphasis has changed.

The Partnership for a Drug-Free America, now renamed as the Partnership for Drug-Free Kids, was responsible for both the original ad and reboot.

Got any questions? was the end to the first ad, said with a tone of finality. In the new version, the question is meant to invite response. Um yeah. I have questions, a boy in the new commercial responds. He and other kids ask about prescription drugs, alcohol and heroin.

The commercial makes clear that its directed at parents rather than kids. Mom, Dad, did you ever try drugs? is now the emphasis of the ad. The voice of actor Allison Janney, of The West Wing fame, directs parents to ready themselves for questions from their kids by going onto the Partnership for Drug-Free Kidss website.

Because of parenting styles today, parents are engaged with their kids in a different way, Kristi Rowe, chief marketing officer at the Partnership, told the New York Times. Theyre really stumped by the questions. They dont know how to answer them.

Previous versions of the Fried Egg PSA, as the new version is called, seemed to be directed at kids. The original featured a man directly addressing viewers. In a version from the 1990s, actor Rachael Leigh Cook is era-appropriate grungy and cool while smashing the egg and an entire kitchen with the frying pan. She was a teen speaking frankly to other teens, a contrast to Janney speaking to other adults. As Cook destroys plates, a sink, a blender and a clock, she yells that, This is what your family goes through and your friends. Its intentionally abrasive whereas the ads new iteration is meant to foster conversation.

The new TV and radio advertisements were created by Campbell Ewald, an advertising agency, along with a print ad and online banner ads created by BFG Communications, according to a release.

The ad campaign airs on CBS this week and also aired the original Fried Egg PSA. The ad will be distributed to hundreds of other television stations across the country.

Read more: https://www.theguardian.com/us-news/2016/aug/09/drugs-psa-fried-egg-commercial-update