A method for financing multimedia content through advertising includes playing back advertising blocks between uses of the content so to finance use of the content by the advertising. Code elements of a key are embedded in predefined locations in the advertising blocks, the key being configured for decryption of the content that follows. The embedded code elements are scanned and collected during the playback of the advertising blocks. The code elements are linked schematically to form the key. The content is encrypted using the key so that a use of the content depends on at least one of a subset of the code elements determined by the advertiser and the key.