Assuming there is nothing overtly misleading in the presentation of the material (though the definition of overt is open to interpretation) there is nothing illegal about this.
Content marketing came to the fore because the net made frantic mobile ADHD-like internet scrolling a perfect environment for those who had a message wrapped in experts' clothing to provide in order to catch the attention of anyone whose neurons or synapses might respond, however momentarily, when their eyes flicker past a keyword of potential interest. Seemed like a clever idea: rather than wait for actual writers to generate 'content' that those in a hurry - which is to say, everyone - might notice. In reality, however, content marketing results have been disappointing.
The reasons for the dissatisfaction, however, may have to do with our over-reliance on technology - eg, we'll just program a computer to do that - and our under-appreciation of actual writing skills. Turgid prose turns out to be no more of a substitute for compelling or entertaining narrative online than in any other medium. Score a small victory for education, discernment and taste. JL
Alex Kantrowitz reports in Advertising Age:
Many marketers come into the field via functions such as sales, product design and business development. These marketers, she said, come from places where communication is important, but where being provocative, intriguing and informational isn't as valued