When the bolsheviks took power the first thing they did was seize the means of communication in order to control speech. They became the only authorized voice to speak.
So it’s not freedom of speech but control of speech by a single entity that establishes “narrative” that is the problem.
Free speech is about the Govt limiting what you can and cannot say. This is about how you can pay to manipulate the truth by leveraging a false sense of trust inherent in media.
More akin to "Truth in Advertising" than free speech. People should not be allowed to misrepresent themselves or the facts without some blowback, either criminally (fraud) or civil (libel).
[Digital] advertising is responsible for destroying trust.
Just like HTTP vs HTTPS.
Everyone can still say whatever they want. But any unsigned (unclaimed) statement is just gossip.