I don't consider this advertising either. If there is a list of services somewhere and people consult it voluntarily, then it's not really advertising, it's information. People are informing themselves about what's available.

For example, I don't consider an online store to be advertising. The whole reason I went there is to see products, so it's totally fine when products are shown. It becomes unethical when they start shoving products in my face everywhere I go.