Nobody is “using the service in any way you like” at all. Preventing some certain pixels for being allowed to be displayed on a piece of my personal property has no connection, legal or otherwise, to usage of some freely emitted data stream someone else decided to send out freely to the world.
The person who sends it out to the world might write some things down or complain about what they want to control on my personal property, but it is just not relevant to anything. They are free to stop producing a freely available data stream if they don’t want to. Just like I am free to keep blocking certain infos they try to send me (ads).