Facebook has started delivering sponsored stories on user’s newsfeed but they are marking them as featured.
The company had spoken about this feature last month:
We’ll be labeling these stories as Featured instead of Sponsored. We are using the term featured because we want to make it clear to people that they’re seeing content from a Page or person they have chosen to connect to. Since people can see marketing messages from both Pages they have and have not Liked elsewhere on Facebook, we want to make it clear that marketers can only pay for stories to be featured in your News Feed if you have explicitly liked the Page. And because you are always connected to your friends, we are also labeling stories from your friends that have been paid to be featured in your News Feed as featured to keep things consistent. We still hope to show an average of approximately one featured story in News Feed per day.
We are not sure if this is a very good idea. Users are eventually going to find out that they are seeing ads being promoted as featured stories on their newsfeeds and this is going to result in increasing distrust on stories that Facebook pushes in your newsfeed.