Video games are not strangers to in-game advertisements. You can drive past a billboard advertising Pepsi in some racing game, or maybe you enter a room and are greeted with some minor static character who says “Yum hotpockets”. However this move by Sony to generate a little extra revenue is downright disgusting.
A recently dug up patent filed by Sony reveals that someone is considering putting in a mechanic that pauses gameplay in order to display an in game advertisement. According to the patent, the idea is that you would get an in-game warning that an advertisement is about to appear. For example a countdown timer or a slow-motion effect would appear . The Advertiser would now have an audience that cannot leave their screen.
Doing this would be tantamount to suicide. I doubt we’ll see any sort of implementation for this in the near future.