Abstract: An Internet/world-wide-web-based advertisement replacement system and methodology for replacing advertising content on web-based communications received by users. The system comprises a web-browser device on a computer terminal for receiving the web-based communications having original advertising content including a target uniform resource locator (URL); a filter mechanism for identifying the original advertising content provided in the web-based communication; and, a mechanism for replacing original content with new advertising content for display at the computer terminal, the new advertising content determined based on a user profile information maintained by the system and including URL content for enabling user access to a destination web-site affiliated with advertisers providing the new advertising content.