Several major French media firms have this week taken a united but flexible stand against adblocker tech.
Anyone who tries to visit Le Figaro's website with an adblocker installed on their browser will be met with an image of the New Zealand's feared All Blacks ruby team performing the Haka war dance and a message stating that to access content, the user will need to disable the adblocking app.
Others involved in France's stand against adblockers include Le Monde, L'Équipe, L'Express groupe Altice Media, M6 web, RTLNet, Deezer, 20 Minutes, and the sites of Lagardère Active, Le Point, and Marie Claire.
Anyone with an adblocker will be asked to pay to view content and uninstall the adblocker, and video content will be made "nearly unwatchable", Weilar said, who is not a fan of whitelisting individual publications.
"Yes, we know this could be naïve, and we know this will be complicated," he said.
The Swedish blockade on adblockers was agreed in December with Sweden's IAB. The main focus, as IAB Sweden's Charlotte Thür put it at the time was to make users know "there are consequences" to using adblockers.