A selection of a menu command that identifies a selected area of a web page as containing undesirable content is detected using a user input device of a client computer system executing a web browser that loads source web content from a group of servers. In response to the detection of the selected menu command, an alternate Internet Protocol (IP) address is substituted for a hostname of a website that provided the undesirable content. The alternate IP address is selected based on a content substitution profile of the client computer system. Using the substituted alternate IP address in response to a content request that identifies the undesirable content, the web page is reloaded with substituted source web content received from a server accessed by the alternate IP address displayed in the selected area of the web page instead of displaying the undesirable content identified in the content request.