Ethics involves systems of moral principles that guide people's decisions and behavior. Online, ethical issues can arise from downloading content without permission, keeping data that doesn't belong to you, copyright infringement of images and text without citing sources. Privacy is also an important online ethical issue, as personal data generated online can be sold to advertisers, and people are often surveyed without consent. Younger generations may understand and value privacy differently than older ones, carefully managing disclosure of information rather than seeking to hide it completely.