Facebook today began the slow rollout of Sponsored Story ads within its home page’s main news feed. Instead of clearly marking them as “Sponsored” ads though, they’re labeled “Featured”. This could initially mislead users into thinking these ads are simply important stories about their friends or Pages they Like. Users might only learn they are paid ads after hovering over the marking. Facebook is trying to distinguish them from sidebar ads that are marked “Sponsored” but that can be bought by any advertisers. However, most people don’t associate the word “featured” with “paid ad”.