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Nearly every communication method we invent eventually conveys unwanted commercial messages. AR systems will be used for spam too, whether via graffiti-like tags, ads that pop up when you look too long at a shop, or even abstract symbols stuck to a wall or worn on a shirt that, when viewed through an AR system, turn into 3-D animations. Fortunately, just as Web browsers have pop-up blockers, AR systems will filter spam. Moreover, they’ll likely be able to filter out physical ads, too, such as billboards—a capability that many opponents of visual clutter will find deliriously attractive.

Conceivably, users could set AR spam filters to block any kind of unpalatable visual information, from political campaign signs to book covers. Parents might want to block sexual or violent images from their kids’ AR systems, and political activists and religious leaders might provide ideologically correct filters for their communities. The bad images get replaced by a red STOP, or perhaps by signs and pictures that reinforce the desired worldview.

It won’t take a majority of people using these filters to poison public discourse; imagine this summer’s town-hall screamers on constant alert, wherever they go. Yet this world will be the unintended consequence of otherwise desirable developments—spam filters, facial recognition, augmented reality—that many of us will find useful.