when I ping http://www.uwm.edu it returns 129.89.7.9 so I put that in the DST address along w/ the forward chain. Protocol is (6) TCP and the last page under actions has reject. It still will take me to http://www.uwm.edu in a web browser. Am I missing something still?
There are several ways you can do this depending on how you set your system up.
The fastest way is if your running web proxy. Deny access to these sites by URL. The draw back is this is a complete block and will allow no one to them unless you add their IP to the access list.
2nd way is to build a list of computers you want to be able to access these sites. Build an address list of black lists sites. Compare
(NOT) computer list with black list then you can drop, reject, redirect or whatever. By doing it this way it allows you to build a list of sites that can be blocked by just adding their IP to the list.
I tried this just earlier this week. I assumed Forward Chain would work as desired but found I had to put the rule in either the input or output chain. I am running it as a hotspot though so perhaps that is the difference.