The International Advertising Bureau (IAB) is spearheading an initiative in which 90% of Sweden's publishers will block ad-blockers during several years ago 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.