The point is that legally DICE can do whatever the fuck they want with this site. There is no law saying that any medium needs to label an advertisement as such. The reason newspapers don't try to pass ads off as legit news* stories is about journalistic ethics, not legal concerns.
Yep, I thought ethically that they were supposed to disclose such things as advertisements......
FTFY
I have hardly ever known a mathematician who was capable of reasoning. -- Plato