Geo-blocking or geoblocking is technology that restricts access to Internet content based upon the user's geographical location. In a geo-blocking scheme, the user's location is determined using geolocation techniques, such as checking the user's IP address against a blacklist or whitelist, accounts, and measuring the end-to-end delay of a network connection to estimate the physical location of the user. The result of this check is used to determine whether the system will approve or deny access to the website or to particular content. The geolocation may also be used to modify the content provided, for example, the currency in which goods are quoted, the price or the range of goods that are available, besides other aspects. The term is most commonly associated with its use to restrict access to premium multimedia content on the Internet, such as films and television shows, primarily for copyright and licensing reasons. There are other uses for geoblocking, such as blocking malicious traffic or to enforce price discrimination, location-aware authentication, fraud prevention, and online gambling (where gambling laws vary by region).