Comment by SebastianKra

I'd expect the law to broadly define an ad as any message, where the author has a conflict of interest.

This would also include down propaganda on social media.

We could then work backwards to define exceptions such as politicians speaking in moderated debates, signage in shops, etc...

Defining this correctly will be difficult, but that's the case with any law. GDPR was watered down, and I'm still glad it's there.