The PS5 now has an advert system built into the dashboard user interface you can’t disable without disconnecting from the internet.
Wow, this is awful. Some people reported that these ads are also very petty and not necessarily related to the game, like apparently Elden Ring shows an ad for a licensed mousepad when you hover over the game now...
Edit: Playstation Product Manager says this is actually a new bug. I really doubt it but they do seem to be "fixing it".
This isn't actually ads, just the news tab being brought up front, on steam it would be the top row in your library if you didn't remove it, it's a good idea with terrible execution, everytime I see an update over there I go check out the game.
The poorly designed feature itself isn't about showing ads, it's just showing the top item of the news feed. The news feed can have ads, depending on what the developer publishes to it, which is why I never scroll down to that section.