There needs to be a distinction between "free speech" and "bought speech".

The term free speech is misleading. It is really freedom of speech. I.e. someone who says something doesn't have to be afraid of prosecution because of what they said.

It isn't the speech that is being protected it is the person who says it.

Using the term "free speech" creates those weird scenarios where now we have someone argue that the US Constitution mandates ads to be everywhere.