I'm 16 years old and have a fairly basic knowledge of referring members to GPT sites. I don't have the best knowledge of SEO but I am learning. This thread does not have to do with the SEO aspect of the different hats. just the advertising aspect. How marketers tells a story to intrigue potential buyers. I've been having a discussion with someone over the internet lately about Black, White, and Grey hats and the morality of a salesmen (the person making websites, or the advertisements in this case). From what I gather (please correct me if I am wrong) Black hat: Advertisers that use lies to get people to sign up, buy a product, etc. There is no limit to what they will tell you to get you to buy something. White hat: Someone who tries to be honest, doesn't lie, under promises over delivers. Grey hat: Someone who doesn't promise anything but sets forth assumptions making you think they are promising something. Basically they are deceiving Those are a very basic summery I think. My question is this: When is it that you lose your moral values and shrink down to not knowing what is right and wrong? When you start advertising or selling you think okay I'll push the boundaries here and there but after a while you get comfortable with it and push them a little more, rinse and repeat until pretty soon what you are doing is just.. evil. Like McDonald's advertisments suggesting their Kid's meals are healthy through subtle things like the kids running, showing the lettuce, carrots, etc. Does it ever get to a point where your moral values of what is right and wrong change and you believe what was once completely evil in your opinion of a salesman to do is now perfectly fine? If you think back to when you first started IM, when you first got into the idea of selling things online to make money or getting people to register for an affiliate site, were your moral values of right and wrong in advertising different? I'm kind of confused. I don't want to lose my moral values in right and wrong, I don't want to become what I hate in marketing. Please, can someone clear up all of this and define what Black, White, and Grey hats are more clearly in this sense? I don't want to lie in order to sell something.