What should be happening is people avoid the culprits and/or use an ad blocker. I do believe this is actually what’s happening, which is why content platforms like YouTube are looking for ways to control their audience.
Ad blockers aren’t illegal, but neither is a website blocking ad blockers. It’s an arms race that the content platforms will lose. So I wonder what will be the next step if the ad space depreciates too much to drive the content.