On: SEO: 4 things huge sites are allowed to do but you’re not.

[devx]

I've also noticed sites like TheVerge do native advertising in a way that's very hard to tell until you actually see the article. And I don't think I've seen any "Sponsored" or similar tag anywhere close to the article, which I believe is in Google's policy.

Google itself seems to be doing this, too (not properly labeling ads), while telling everyone else not to do it and penalizing them.

[sogen → devx]

Agreed, Google Ads now look exactly like search results, dark pattern!

[Karunamon → sogen]

Aside from the bright yellow "AD" lozenge right next to those, you mean. And the separation between them and the rest of the results..