Something Other Than Ads

Because knowing that something is an ad likely will affect whether consumers choose to interact with it and the weight or credibility consumers give the information it conveys.
— https://www.ftc.gov/tips-advice/business-center/guidance/native-advertising-guide-businesses

Exactly.

The FTC even provides a guideline to ensure "native advertising is not deceptive":

  1. From the FTC’s perspective, the watchword is transparency.  An advertisement or promotional message shouldn’t suggest or imply to consumers that it’s anything other than an ad.
  2. Some native ads may be so clearly commercial in nature that they are unlikely to mislead consumers even without a specific disclosure.  In other instances, a disclosure may be necessary to ensure that consumers understand that the content is advertising.
  3. If a disclosure is necessary to prevent deception, the disclosure must be clear and prominent.