> If you write or have an algorithm created that pushes content to users, in ANY fashion, that is endorsement

Yes. People make free speech arguments about this, but the list and order of stuff returned by algorithmic non-directed (+) lists is clearly a form of endorsement. Even more so is advertising, which undergoes a bidding process. Pages which show ads should be liable if those ads are fraudulent, especially if they're so obviously fraudulent that casual readers suspect them immediately.

(+) Returning a list of stuff in a user-specified query, on the other hand, is not endorsement. Chronological or alphabetical order or distance-based or even random is fine.

Note that section 230 is, of course, US specific and other countries manage without it.