One of the biggest ethical issues that faces many marketers today relates to how much they can, or should, know about their customers. Virtually anyone who surfs the Web or carries a cell phone (especially a smart phone with GPS capability) shares reams of personal information with all sorts of companies (whether they know it or not). Social network sites like Facebook and major companies like Apple have come under fire for their privacy policies. Still, it’s unclear whether many “digital natives” are that concerned about whether others know where they are or what they buy.