DefinePK

Abstract

This article examines the ethical challenges faced by YouTube vloggers in Faisalabad, Pakistan. Using qualitative research with in-depth interviews (N=25), the study explores dilemmas such as transparency in sponsored content, audience manipulation, privacy, and mental health concerns. The findings reveal ten recurring themes in vloggers’ practices, shaped by local cultural and religious norms, and global digital trends. Social Identity Theory is employed as a framework to analyze how audience validation and in-group pressures influence ethical decision-making. The article highlights the need for clearer platform regulation, greater awareness among content creators, and policies that balance creativity with ethical responsibility