diff --git a/CHANGELOG.md b/CHANGELOG.md
index d49d07ade..e42a97eba 100644
--- a/CHANGELOG.md
+++ b/CHANGELOG.md
@@ -15,6 +15,7 @@ Misc:
 
 Breaking changes:
 - [#1662](https://github.com/rails-api/active_model_serializers/pull/1662) Drop support for Rails 4.0 and Ruby 2.0.0. (@remear)
+- [#1720](https://github.com/rails-api/active_model_serializers/pull/1720) Block relationships must explicitly use `load_data` instead of the return value to customize relationship contents.
 
 Features:
 - [#1677](https://github.com/rails-api/active_model_serializers/pull/1677) Add `assert_schema`, `assert_request_schema`, `assert_request_response_schema`. (@bf4)
@@ -24,6 +25,7 @@ Features:
 - [#1687](https://github.com/rails-api/active_model_serializers/pull/1687) Only calculate `_cache_digest` (in `cache_key`) when `skip_digest` is false. (@bf4)
 - [#1647](https://github.com/rails-api/active_model_serializers/pull/1647) Restrict usage of `serializable_hash` options
   to the ActiveModel::Serialization and ActiveModel::Serializers::JSON interface. (@bf4)
+- [#1720](https://github.com/rails-api/active_model_serializers/pull/1720) Support JSONAPI 'include` parameter with links/loading.
 
 Fixes:
 - [#1700](https://github.com/rails-api/active_model_serializers/pull/1700) Support pagination link for Kaminari when no data is returned. (@iamnader)
diff --git a/docs/general/serializers.md b/docs/general/serializers.md
index 91d558a8c..015d4c7f3 100644
--- a/docs/general/serializers.md
+++ b/docs/general/serializers.md
@@ -112,7 +112,7 @@ has_many :comments, key: :reviews
 has_many :comments, serializer: CommentPreviewSerializer
 has_many :reviews, virtual_value: [{ id: 1 }, { id: 2 }]
 has_many :comments, key: :last_comments do
-  last(1)
+  load_data { last(1) }
 end
 ```
 
@@ -252,7 +252,7 @@ class PostSerializer < ActiveModel::Serializer
 
   # scope comments to those created_by the current user
   has_many :comments do
-    object.comments.where(created_by: current_user)
+    load_data { object.comments.where(created_by: current_user) }
   end
 end
 ```
@@ -365,7 +365,7 @@ To override an association, call `has_many`, `has_one` or `belongs_to` with a bl
 ```ruby
 class PostSerializer < ActiveModel::Serializer
   has_many :comments do
-    object.comments.active
+    load_data { object.comments.active }
   end
 end
 ```
diff --git a/lib/active_model/serializer/associations.rb b/lib/active_model/serializer/associations.rb
index 7d87156e7..972bff00f 100644
--- a/lib/active_model/serializer/associations.rb
+++ b/lib/active_model/serializer/associations.rb
@@ -15,6 +15,7 @@ module Associations
       included do
         with_options instance_writer: false, instance_reader: true do |serializer|
           serializer.class_attribute :_reflections
+          serializer.class_attribute :_associations_via_include_param
           self._reflections ||= []
         end
 
@@ -67,6 +68,10 @@ def has_one(name, options = {}, &block)
           associate(HasOneReflection.new(name, options, block))
         end
 
+        def associations_via_include_param(val)
+          self._associations_via_include_param = val
+        end
+
         private
 
         # Add reflection and define {name} accessor.
@@ -83,7 +88,8 @@ def associate(reflection)
       # @param [IncludeTree] include_tree (defaults to all associations when not provided)
       # @return [Enumerator<Association>]
       #
-      def associations(include_tree = DEFAULT_INCLUDE_TREE)
+      def associations(include_tree = DEFAULT_INCLUDE_TREE, current_include_tree = nil)
+        current_include_tree ||= include_tree
         return unless object
 
         Enumerator.new do |y|
@@ -91,7 +97,8 @@ def associations(include_tree = DEFAULT_INCLUDE_TREE)
             next if reflection.excluded?(self)
             key = reflection.options.fetch(:key, reflection.name)
             next unless include_tree.key?(key)
-            y.yield reflection.build_association(self, instance_options)
+
+            y.yield reflection.build_association(self, instance_options, current_include_tree)
           end
         end
       end
diff --git a/lib/active_model/serializer/reflection.rb b/lib/active_model/serializer/reflection.rb
index aba75a359..c8cf6f9fa 100644
--- a/lib/active_model/serializer/reflection.rb
+++ b/lib/active_model/serializer/reflection.rb
@@ -38,6 +38,7 @@ def initialize(*)
         super
         @_links = {}
         @_include_data = true
+        @_load_data = false
         @_meta = nil
       end
 
@@ -56,6 +57,11 @@ def include_data(value = true)
         :nil
       end
 
+      def load_data(&blk)
+        @_load_data = blk
+        :nil
+      end
+
       # @param serializer [ActiveModel::Serializer]
       # @yield [ActiveModel::Serializer]
       # @return [:nil, associated resource or resource collection]
@@ -69,19 +75,22 @@ def include_data(value = true)
       #       Blog.find(object.blog_id)
       #     end
       #   end
-      def value(serializer)
+      def value(serializer, current_include_tree)
         @object = serializer.object
         @scope = serializer.scope
 
         if block
-          block_value = instance_exec(serializer, &block)
-          if block_value == :nil
-            serializer.read_attribute_for_serialization(name)
-          else
-            block_value
+          instance_exec(serializer, &block)
+
+          if include_data?(serializer, current_include_tree)
+            if @_load_data
+              @_load_data.call(current_include_tree)
+            else
+              include_data_for(serializer, current_include_tree)
+            end
           end
         else
-          serializer.read_attribute_for_serialization(name)
+          include_data_for(serializer, current_include_tree)
         end
       end
 
@@ -106,11 +115,11 @@ def value(serializer)
       #
       # @api private
       #
-      def build_association(subject, parent_serializer_options)
-        association_value = value(subject)
+      def build_association(subject, parent_serializer_options, current_include_tree = {})
+        association_value = value(subject, current_include_tree)
         reflection_options = options.dup
         serializer_class = subject.class.serializer_for(association_value, reflection_options)
-        reflection_options[:include_data] = @_include_data
+        reflection_options[:include_data] = include_data?(subject, current_include_tree)
 
         if serializer_class
           begin
@@ -134,6 +143,26 @@ def build_association(subject, parent_serializer_options)
 
       private
 
+      def include_data_for(serializer, current_include_tree)
+        return unless include_data?(serializer, current_include_tree)
+
+        if serializer.class._associations_via_include_param
+          if current_include_tree.key?(name)
+            serializer.read_attribute_for_serialization(name)
+          end
+        else
+          serializer.read_attribute_for_serialization(name)
+        end
+      end
+
+      def include_data?(serializer, current_include_tree)
+        if serializer.class._associations_via_include_param
+          current_include_tree.key?(name)
+        else
+          @_include_data
+        end
+      end
+
       def serializer_options(subject, parent_serializer_options, reflection_options)
         serializer = reflection_options.fetch(:serializer, nil)
 
diff --git a/lib/active_model_serializers/adapter/json_api.rb b/lib/active_model_serializers/adapter/json_api.rb
index 8085bc938..bb5e225f5 100644
--- a/lib/active_model_serializers/adapter/json_api.rb
+++ b/lib/active_model_serializers/adapter/json_api.rb
@@ -231,17 +231,17 @@ def resource_objects_for(serializers)
         @primary = []
         @included = []
         @resource_identifiers = Set.new
-        serializers.each { |serializer| process_resource(serializer, true) }
+        serializers.each { |serializer| process_resource(serializer, true, @include_tree) }
         serializers.each { |serializer| process_relationships(serializer, @include_tree) }
 
         [@primary, @included]
       end
 
-      def process_resource(serializer, primary)
+      def process_resource(serializer, primary, include_tree = {})
         resource_identifier = ResourceIdentifier.new(serializer, instance_options).as_json
         return false unless @resource_identifiers.add?(resource_identifier)
 
-        resource_object = resource_object_for(serializer)
+        resource_object = resource_object_for(serializer, include_tree)
         if primary
           @primary << resource_object
         else
@@ -263,7 +263,7 @@ def process_relationship(serializer, include_tree)
           return
         end
         return unless serializer && serializer.object
-        return unless process_resource(serializer, false)
+        return unless process_resource(serializer, false, include_tree)
 
         process_relationships(serializer, include_tree)
       end
@@ -289,7 +289,7 @@ def attributes_for(serializer, fields)
       end
 
       # {http://jsonapi.org/format/#document-resource-objects Document Resource Objects}
-      def resource_object_for(serializer)
+      def resource_object_for(serializer, include_tree = {})
         resource_object = cache_check(serializer) do
           resource_object = ResourceIdentifier.new(serializer, instance_options).as_json
 
@@ -300,7 +300,7 @@ def resource_object_for(serializer)
         end
 
         requested_associations = fieldset.fields_for(resource_object[:type]) || '*'
-        relationships = relationships_for(serializer, requested_associations)
+        relationships = relationships_for(serializer, requested_associations, include_tree)
         resource_object[:relationships] = relationships if relationships.any?
 
         links = links_for(serializer)
@@ -428,9 +428,9 @@ def resource_object_for(serializer)
       #     id: 'required-id',
       #     meta: meta
       #   }.reject! {|_,v| v.nil? }
-      def relationships_for(serializer, requested_associations)
-        include_tree = ActiveModel::Serializer::IncludeTree.from_include_args(requested_associations)
-        serializer.associations(include_tree).each_with_object({}) do |association, hash|
+      def relationships_for(serializer, requested_associations, current_include_tree)
+        full_include_tree = ActiveModel::Serializer::IncludeTree.from_include_args(requested_associations)
+        serializer.associations(full_include_tree, current_include_tree).each_with_object({}) do |association, hash|
           hash[association.key] = Relationship.new(
             serializer,
             association.serializer,
diff --git a/test/adapter/json_api/include_param_test.rb b/test/adapter/json_api/include_param_test.rb
new file mode 100644
index 000000000..0dd06eb1b
--- /dev/null
+++ b/test/adapter/json_api/include_param_test.rb
@@ -0,0 +1,170 @@
+require 'test_helper'
+
+module ActiveModel
+  class Serializer
+    module Adapter
+      class JsonApi
+        class IncludeParamTest < ActiveSupport::TestCase
+          IncludeParamAuthor = Class.new(::Model)
+
+          class CustomCommentLoader
+            def all
+              [{ foo: 'bar' }]
+            end
+          end
+
+          class TagSerializer < ActiveModel::Serializer
+            attributes :id, :name
+          end
+
+          class IncludeParamAuthorSerializer < ActiveModel::Serializer
+            class_attribute :comment_loader
+
+            associations_via_include_param(true)
+
+            has_many :tags, serializer: TagSerializer do
+              link :self, '//example.com/link_author/relationships/tags'
+            end
+
+            has_many :unlinked_tags, serializer: TagSerializer
+
+            has_many :posts, serializer: PostWithTagsSerializer
+            has_many :locations
+            has_many :comments do
+              load_data { IncludeParamAuthorSerializer.comment_loader.all }
+            end
+          end
+
+          def setup
+            IncludeParamAuthorSerializer.comment_loader = Class.new(CustomCommentLoader).new
+            @tag = Tag.new(id: 1337, name: 'mytag')
+            @author = IncludeParamAuthor.new(
+              id: 1337,
+              tags: [@tag]
+            )
+          end
+
+          def test_relationship_not_loaded_when_not_included
+            expected = {
+              links: {
+                self: '//example.com/link_author/relationships/tags'
+              }
+            }
+
+            @author.define_singleton_method(:read_attribute_for_serialization) do |attr|
+              fail 'should not be called' if attr == :tags
+              super(attr)
+            end
+
+            assert_relationship(:tags, expected)
+          end
+
+          def test_relationship_included
+            expected = {
+              data: [
+                {
+                  id: '1337',
+                  type: 'tags'
+                }
+              ],
+              links: {
+                self: '//example.com/link_author/relationships/tags'
+              }
+            }
+
+            assert_relationship(:tags, expected, include: :tags)
+          end
+
+          def test_sideloads_included
+            expected = [
+              {
+                id: '1337',
+                type: 'tags',
+                attributes: { name: 'mytag' }
+              }
+            ]
+            hash = result(include: :tags)
+            assert_equal(expected, hash[:included])
+          end
+
+          def test_nested_relationship
+            expected = {
+              data: [
+                {
+                  id: '1337',
+                  type: 'tags'
+                }
+              ],
+              links: {
+                self: '//example.com/link_author/relationships/tags'
+              }
+            }
+
+            expected_no_data = {
+              links: {
+                self: '//example.com/link_author/relationships/tags'
+              }
+            }
+
+            assert_relationship(:tags, expected, include: [:tags, { posts: :tags }])
+
+            @author.define_singleton_method(:read_attribute_for_serialization) do |attr|
+              fail 'should not be called' if attr == :tags
+              super(attr)
+            end
+
+            assert_relationship(:tags, expected_no_data, include: { posts: :tags })
+          end
+
+          def test_include_params_with_no_block
+            @author.define_singleton_method(:read_attribute_for_serialization) do |attr|
+              fail 'should not be called' if attr == :locations
+              super(attr)
+            end
+
+            expected = {}
+
+            assert_relationship(:locations, expected)
+          end
+
+          def test_block_relationship
+            expected = {
+              data: [
+                { 'foo' => 'bar' }
+              ]
+            }
+
+            assert_relationship(:comments, expected, include: [:comments])
+          end
+
+          def test_block_relationship_not_included
+            expected = {}
+
+            IncludeParamAuthorSerializer.comment_loader.define_singleton_method(:all) do
+              fail 'should not be called'
+            end
+
+            assert_relationship(:comments, expected)
+          end
+
+          def test_node_not_included_when_no_link
+            expected = nil
+            assert_relationship(:unlinked_tags, expected)
+          end
+
+          private
+
+          def result(opts)
+            opts = { adapter: :json_api }.merge(opts)
+            serializable(@author, opts).serializable_hash
+          end
+
+          def assert_relationship(relationship_name, expected, opts = {})
+            hash = result(opts)
+            assert_equal(expected, hash[:data][:relationships][relationship_name])
+          end
+        end
+      end
+    end
+  end
+end
diff --git a/test/adapter/json_api/relationships_test.rb b/test/adapter/json_api/relationships_test.rb
index 5fa0de8df..9730dd1bc 100644
--- a/test/adapter/json_api/relationships_test.rb
+++ b/test/adapter/json_api/relationships_test.rb
@@ -40,7 +40,7 @@ class RelationshipAuthorSerializer < ActiveModel::Serializer
 
             has_many :roles do |serializer|
               meta count: object.posts.count
-              serializer.cached_roles
+              load_data { serializer.cached_roles }
             end
 
             has_one :blog do
diff --git a/test/serializers/associations_test.rb b/test/serializers/associations_test.rb
index 218e0d727..47150fb83 100644
--- a/test/serializers/associations_test.rb
+++ b/test/serializers/associations_test.rb
@@ -129,7 +129,7 @@ def test_associations_custom_keys
       class InlineAssociationTestPostSerializer < ActiveModel::Serializer
         has_many :comments
         has_many :comments, key: :last_comments do
-          object.comments.last(1)
+          load_data { object.comments.last(1) }
         end
       end