I mean if you're cynical enough, anything talked about that has monetary value is an ad. Anything that isn't monetary is propaganda.

It's one reason why I went off FB though; there was the ads, but then most posts of the people I followed were talking about a product, a (streaming) TV show, or an experience like vacation or food, all of which can be considered advertising or trying to sell me something. But it flies under the radar because it's from friends, whose opinions I'm more likely to follow than ads.