It fits with Chris Arnade's other reporting on addiction, but it does seem a bit too focused on McDonald's and a bit too uniformly positive (aside from noting that readers might "sneer").
The Guardian does do native advertising [0], and I find their labeling policy unclear. This case study [1] by their native advertising division, Guardian Labs, highlights videos that are very clearly labeled [2] but also an article [3] that doesn't seem to be. Their policy on commercial content [4] seems to suggest that everything is clearly labeled, but at least in this case they either didn't follow it or ignored the distinctions in the case study.