Full sun means different things in different places.
Where I live in Florida, almost NOTHING rated for Full Sun really means...full sun.Not all day sunrise to sunset full sun.
It means either 4 or so hours of morning full sun, or 4 or so hours of afternoon full sun, usually starting about 4pm. The hours between 12-4 are too much full sun for most ornamental plants.
Where as full sun somewhere like Oregon, or Washington, of a place that doesn't have temps of 90F from basically March to November, can do a different amount of full sun.
When we get plants labeled full sun at the nursery, that means dappled shade, or morning sun.