diff --git a/browser/js/component-initializer.js b/browser/js/component-initializer.js
index 10bb3adf8..db7aac517 100644
--- a/browser/js/component-initializer.js
+++ b/browser/js/component-initializer.js
@@ -100,11 +100,9 @@ export class ComponentInitializer {
 				this.initializedFeatures.date = true;
 			}
 
-			if (flags.get('adInitEarlierNui')){
-				if (config.features.ads && !this.initializedFeatures.ads) {
-					ads.init(flags, appInfo, config.features.ads);
-					this.initializedFeatures.ads = true;
-				}
+			if (config.features.ads && !this.initializedFeatures.ads) {
+				ads.init(flags, appInfo, config.features.ads);
+				this.initializedFeatures.ads = true;
 			}
 
 			if (config.features.lazyLoadImages && !this.initializedFeatures.lazyLoadImages) {
@@ -136,12 +134,6 @@ export class ComponentInitializer {
 				.then(cb)
 				.then(() => {
 					// TODO - lazy load this
-					if (!flags.get('adInitEarlierNui')){
-						if (config.features.ads && !this.initializedFeatures.ads) {
-							ads.init(flags, appInfo, config.features.ads);
-							this.initializedFeatures.ads = true;
-						}
-					}
 
 					if (!this.initializedFeatures.lazyTracking) {
 						tracking.lazyInit(flags);