Sony has started pushing ads (links to paid content and games) to the homescreen of the PlayStation 4, via the console's Featured Content app. This kind of practice is frowned upon by many users. Fortunately, there is a simple solution to opt-out of the display of featured content.
How To Opt Out of the PSN Ads
To opt-out of PSN ads, start by going to Settings > System > Automatic Downloads . Clear the checkbox displayed next to Featured Content - Automatically add download links for featured content to the homescreen to register your new settings.