Ethical Issues of Consumer-Generated Content

Consumers are essentially creating marketing content – for free. Discuss the key ethical issues that might derive from this communication tactic.

Brand-oriented consumer-generated content is fast becoming a core social media marketing tactic for brands. Instead of brands creating the posts, they get the consumers to do it on their behalf. Discuss the potential downsides of these and what are the potential health and social risks that might come from this practice that brands should consider.