The traditional focus on ‘paid, earned, and owned’ media is changing with growing resistance to advertising and growth in social media.

In the next three years, shared media (e.g., social media) and owned media are expected to be most important, according to a practitioners survey.

However, new forms of ‘owned’ media, including sponsored content and ‘native advertising’ pose ethical questions and dilemmas.

Research suggests that expanded codes of ethics, reflexivity among practitioners, and further research are needed.