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 cheaper , or lower priced , content . according to the IAB , Sweden is viewed as a suitable testing platform for solutions to tackle the controversial growth of ad - blockers due to its " strong socialist culture concerned with consumers . " However , critics argue that the test is not very consumer - centric and will only serve to frustrate , and possibly , harm 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.