"This site is not supported on browsers that block ads. Please switch to a different browser or disable your adblocker to proceed"
Those are terms. You can choose to ignore or circumvent them but they're still terms.
But underlying point is that you have no moral or ethical claim to how people view your content, just as you have no moral or ethical claim that a person cannot rip ads out of a magazine. If you want them to pay for your content, the Open Internet is not the place you should be publishing.
In this case, I see internet content divided in half -- content for those who can pay for it, and content for those who can't. Not all websites should survive. Not all users should be able to experience everything on the internet. "You get what you pay for" is not wrong. Exclusivity can lead to quality.
Likewise I have the right to reject you if you can't comply with my terms.