Ninety percent of Sweden’s publishers are mounting a countner-offensive against ad blockers. The operation will begin in August.

The group action is being led by IAB Sweden, who first considered the idea a year ago when 20 percent of people used ad blockers.

Now, 30 percent of people use ad blockers, meaning an approximately 30 percent decrease in revenue for publishers, writers, and all others involved in reporting news.

Internet users simply won’t be able to view content on the Swedish publishers websites while using ad block apps.