Social media measurement and management raise legal and ethical concerns, such as protection of data privacy. The European Union and the state of California are leading in privacy law. At the same time, the U.S. Supreme Court has ruled in favor of strong First Amendment rights for individuals as online publishers and users of public communication within a democracy. The Federal Trade Commission requires transparency in sponsorship of Instagram and other influencer posts. Ethics demand a return to consideration of transparency, independence, and authenticity. Social media managers need to explore ethical shifts over time.