The biggest web log service in the Netherlands, Web-log.nl starts to structurally show advertisements on its web logs. For bloggers with a free subscription that is. Paying subscribers keep an advertising-free blog (em). A personal web log is part of the human identity. Unwanted advertising disturbs that identity. It is as if your back, your mobile or your cap is sponsored by a company you can't choose. And if you do want to choose, you will start paying. This will happen on a large scale. First we might need some more extra value (ever-lasting photo and video storage for example) to justify a monthly price. In the end we will more and more pay for all kinds of services, among others web log services. This step is part of that development.

• in Dutch