The International Advertising Bureau (IAB) is spearheading an initiative in which About 20 percent of Sweden's publishers will block ad-blockers during August but give users an option of paying to access the content or view reduced, or lower quality, content. According to the IAB, Sweden is viewed as a suitable testing ground for solutions to tackle the controversial growth of ad-blockers due to its "strong socialist culture concerned with fairness." However, critics argue that the test is not very user-centric and will only serve to frustrate, and possibly, alienate consumers whose use of ad-blockers shows there is a problem in the ecosystem.
The International Advertising Bureau (IAB) is spearheading an initiative in which 90% of Sweden's publishers will block ad-blockers during August but give users an option of paying to access the content or view reduced, or lower quality, content. According to the IAB, Sweden is viewed as a suitable testing ground for solutions to tackle the controversial growth of ad-blockers due to its "strong socialist culture concerned with fairness." However, critics argue that the test is not very user-centric and will only serve to frustrate, and possibly, alienate consumers whose use of ad-blockers shows there is a problem in the ecosystem.