Nowhere in the “article” does it mention paid ads.
From the article: “The film does have a Facebook page, but paid advertising helps more people see the posts. McAleer said from what he has read on technical blogs about Facebook analytics, as few as 2 percent of the people who like a page see its posts – unless the page pays to “boost” the post.”
So basically they are allowed a facebook page and attempted to pay for ads to get additional exposure, but their ads were rejected.
An ad by its very nature is paid. Anything else is a ‘post’.
Facebook puts ads in the margins, in newsfeeds, and evenin messenger.
Posting it to your own wall means the people who already know about your product have opted into ‘liking’ it.