Social media is fundamentally transforming marketing through consumer-generated content and the all-powerful practice of electronic word-of-mouth (eWOM). Young vloggers, often referred to as YouTubers or creators, with vast numbers of dedicated followers, utilize their celebrity status and social media channels to spread marketing messages for products directed to even younger audiences. Though not all videos and images are sponsored, it is difficult to recognize which ones are, especially for gullible tweens ages eight to twelve. How ethical is this practice and what should we as marketers do about it?