Just this month, Sony rolled out a new PS5 system firmware update that introduced the Welcome Hub alongside other features. One of good things about the Welcome Hub is that players can customize what they see in it, and you can even configure preferences that will prevent ads from showing up.
However, it seems there is a limitation to that, as even if you opt out of ads, you will still see various news related items cluttering your dashboard that are either ads, or basically what Sony wants you to see.
Based on our testing, it indeed does happen. One example is Horizon, and hovering over it shows an ad for LEGO Horizon Adventures:

Full details:
However, it seems there is a limitation to that, as even if you opt out of ads, you will still see various news related items cluttering your dashboard that are either ads, or basically what Sony wants you to see.
Based on our testing, it indeed does happen. One example is Horizon, and hovering over it shows an ad for LEGO Horizon Adventures:

Full details:

PS5 New UI Update Also Brought Ads You Can't Turn Off and Unwanted Forced News Feed to Select Titles
Sony's PS5 update that brought in the Welcome Hub seems to have also implemented forced ads and news feeds you cannot turn off completely.
mp1st.com