Worst case is if this leads to "sponsored stories" where an article is about one thing and they sneak an infomercial in there for ad revenue but in a very subtle way such that it doesn't name a product even. Effectively, this would make it impossible to tell ads from not-ads leading to a much worse experience for everyone.
Which ever publisher that do so hopefully live in a country which doesn't have advertisement laws (and tax laws, if they try to be sneaky with the source of this new revenue). There is currently several cases in Sweden, and I heard similar tales in several other countries including the U.S. I would say that for once, the law is actually catching up with Internet activity that would clearly be illegal if done on a phy…
Like are you going to fine a movie studio for having an actor in a movie drinking Coca-Cola or driving a Volvo?
Which specific laws are banning this practice in Sweden for private entities?