So seriously in fact that there will be a workshop on the subject in December. The post about the workshop says
Increasingly, advertisements that more closely resemble the content in which they are embedded are replacing banner advertisements – graphical images that typically are rectangular in shape – on publishers’ websites and mobile applications. The workshop will bring together publishing and advertising industry representatives, consumer advocates, academics, and government regulators to explore changes in how paid messages are presented to consumers and consumers’ recognition and understanding of these messages.
Uh oh! The FTC thinks there might be something rotten in the state of Denmark, so to speak.