Some parts vendors have been saying for a long time that they were selling "FN parts" and that "FN was the current supplier of M16s to the military." See, the second claim is true, but the first is false, but most people concentrate on the second part. The truth is that FN is prohibited from selling ANY AR-related parts to anyone but the US military.
What was happening, at least in some cases, is that these parts were made by some of the same subcontractors that supplied parts to FN. Of course, that doesn't necessarily mean that these parts were made to the exact same specs, and they certainly didn't pass through FN's QA department, and they might even be rejects from FN. And some of them clearly aren't made by FN subcontractors either. In most cases, though, there's no real way to tell.
I'm guessing that due to all of the constant questions on this issue that FN has been getting, they've began contacting AR parts vendors and "suggesting" that they no longer use FN's name. Hense the new terminology you're seeing in the ads.
-Troy