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ad creep
noun phrase, buzzword

- the gradual introduction of advertising into previously ad-free spaces

(Wikipedia)

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Ad creep is a classic example of a buzzword, which is defined as a word or phrase that is frequently used because of its importance or popularity especially among a certain age-group or profession. Ad is short for advertising and creep is a verb that means to move slowly, quietly or secretly.

Creep is also slang for a disgusting person and the adjective creepy means causing feelings of fear. For that reason, one could interpret the term "ad creep" as having a double meaning.

In an example of what we might call "buzzword creep," there is a wide range of other creepy expressions including:

- mission creep = the expansion of a project beyond its original goals, especially where this has undesirable consequences, such as in a military conflict

- Christmas creep = the tendency for Christmas products, decorations and advertising to be displayed earlier each year

- season creep - earlier change of seasons due to global warming

- function/functionality creep = when an item or procedure designed for a specific purpose ends up serving another purpose for which it was not intended

(definitions from the MacMillan Dictionary)

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SMUGGLE OWAD into today's conversation

"Ad creep at sport events detracts attention away from the game."