This paper concerns a phenomenon with significant economic effects known as ad blocking that has been rapidly growing for several years. The paper analyzes the causes and the scale of this phenomenon and its economic effects. In addition to the analysis of reports on ad blocking, the survey conducted on a targeted group of individual Internet users was an important part of this project. It enabled to discover their motivations for using ad-block type solutions, the scale of their use on various devices, and the conditions on which they would be willing to give up their use. This made it possible to formulate some preliminary recommendations on the necessary directions of action.