likely been found against European anti-competition laws if it did. In August 2017, a vendor, Admiral, of such counter-measures issued a demand under section 1201 of the U.S. Digital Millennium Copyright Act, to demand the removal of a domain name associated with their service from an ad-blocking filter list. The vendor argued that the domain constituted a component of a technological protection measure designed to protect a copyrighted work, and thus made it a violation of anti-circumvention law to frustrate access to it. Alternatives As of 2015, advertisers and marketers look to involve their brands directly into the entertainment with native advertising and product placement (also known as brand integration or embedded marketing). An example of product placement would be for a soft drink manufacturer to pay a reality TV show producer to have the show's cast and host appear onscreen holding cans of the soft drink. Another common product placement is for an automotive manufacturer to give free cars to the producers of a TV show, in return for the show's producer depicting characters using these vehicles during the show. Some digital publications turned to their customers for help as a form of tip jar. For example, The Guardian is asking its readers for donations to help offset falling advertising revenue. According to the newspaper's editor-in-chief, Katharine Viner, the newspaper gets about the same amount of money from membership and donations as it does from advertising. The newspaper considered preventing readers from accessing its content if usage of ad-blocking software becomes widespread, but so far it keeps the content accessible for readers who employ ad-blockers. A new service called Scroll, launched in January 2020, worked with several leading website publishers to create a subscription model for ad-free browsing across all supported websites. Users would pay Scroll directly, and portions of the subscription fees are doled out to the websites based on proportional view count. See also Adware Adversarial information retrieval Content-control software Criticism of advertising Content filter Commercial skipping DNSBL Hosts file filtering Malvertising Privacy Proxomitron References Advertising-free media Anti-spam Online advertising Promotion and marketing communications