Advertising? no.
Its the same as Christian Bale's Batman where he uses his surveillance tech to find the Joker.
Both instances are "a hero uses scary tech to try to help, but what does this mean for their morality?"
In Batman, Morgan Freeman's character quits because he feels Bruce is going too far.
In the new Spider-Man film there isnt anyone directly opposing Spider-Mans face recognition hack but the whole film frames Peter's misuse of tech, which is primarily highlighted during a conversation Peter has with Bruce Banner. It seems clear to me that this film is setting up a big conflict where Peter's tech will be used for significant harm.
So everyone saying that Spider-Man is now promoting Flock/Palantir/Surveillance seems to have quite literally missed the plot.