Lighthouse (CoH/V's Community Relations Manager) announced that CoH/V's optional in-game advertising of real world products is now live. The only ad reported on the forums is of a shoe.
It's optional, so you can turn this system off and go back to the fake ads around CoH/V, but I plan to leave them on. They aren't intrusive and they put revenue back into CoH/V's development pocket. As far as in-game ads go, they are probably the best they are ever going to get... and yes, in-game advertising IS coming, have no doubt.