Where does the line in digital ethics reside? As the number of social media users grows, so does the amount of data generated. This user-generated data includes sensitive and private details about people’s daily lives. The details can be used to uncover valuable information about trends in human behavior. As these social and technological spheres converge, ethical concerns about the manner in which the data are collected, analyzed, and ultimately used and disseminated by companies, researchers, and the government arise. Tim K. Mackey, MAS, PhD highlights some of these challenges from the perspective of a researcher exploring the social media risk environment for prescription drug abuse.