This paper addresses the ethical complexities surrounding the use of personal images on social media platforms, particularly Facebook. The increasing reliance on user-generated content highlights critical gaps in user awareness of the legal and ethical ramifications of their online interactions. This research aims to illuminate these issues and propose practical improvements to address the shortcomings in user protection. The literature predominantly focuses on marketing strategies or data privacy but rarely integrates ethical considerations with legal structures governing personal data. This study fills that void by examining Facebook's Terms of Service and Data Policy, emphasizing their implications for user rights, particularly regarding personal images. The methodology combines a thorough literature review with an analytical examination of Facebook's legal documentation. The study investigates user agreements, the transparency of image usage rights, and the communication of these rights to users. Quantitative insights were supplemented with qualitative analysis to gauge user comprehension and the ethical presentation of terms. The findings reveal inconsistencies and ambiguities in Facebook’s policies, particularly concerning the loss of user control over shared content and the revenuegenerating use of personal images without user compensation. The study underscores a lack of transparency in explaining these mechanisms, creating ethical and practical concerns. By proposing enhanced clarity and user-friendly disclosures in Facebook's terms, this research contributes to the evolving discourse on ethical marketing and user data governance.
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