The "lie" is the unstated implication that doing these things the ads recommend will serve your own interests, and not just the interests of the advertisers. "

The "lie" is the unstated implication that doing these things the ads recommend will serve your own interests, and not just the interests of the advertisers. "Creating awareness" would be handing out unsolicited facts with a neutral point of view. Most ads are more in the nature of unsolicited and manipulative advice from someone who does not have your best interest in mind.