With brands shifting their advertising and earned media dollars toward content marketing, and more companies incentivizing and activating influencers to help tell their stories, is the “pay to play” business model starting to do more harm than good? How do companies continue to find new, creative ways to reach and engage their audiences while maintaining authenticity? This panel will explore the moral and ethical use of sponsored brand content in advertising, social influencer marketing, and consumer-generated content. In the end, are consumers ultimately paying the price?