What is happening here is much larger: the PR industry will soon be facing the next ‘Ethics in PR’ debate. Given that Facebook is at the center and one quarter of the world’s population can to some extent relate to it, this one has the potential to be more disruptive and damaging than the somewhat isolated Bell Pottinger case. BP was swiftly and professionally dealt with by the PRCA. I doubt this one will go away as quickly. PR tactics will yet again come under intense scrutiny, with our industry under general suspicion, either by our own doing or by association.