{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,3,3]],"date-time":"2026-03-03T17:17:49Z","timestamp":1772558269736,"version":"3.50.1"},"reference-count":127,"publisher":"MDPI AG","issue":"9","license":[{"start":{"date-parts":[[2025,9,11]],"date-time":"2025-09-11T00:00:00Z","timestamp":1757548800000},"content-version":"vor","delay-in-days":0,"URL":"https:\/\/creativecommons.org\/licenses\/by\/4.0\/"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["Computers"],"abstract":"<jats:p>The growing use of AI-driven content moderation on social media platforms has intensified ethical concerns, particularly in the context of healthcare advertising and misinformation. While artificial intelligence offers scale and efficiency, it lacks the moral judgment, contextual understanding, and interpretive flexibility required to navigate complex health-related discourse. This paper addresses these challenges by integrating normative ethical theory with organizational practice to evaluate the limitations of AI in moderating healthcare content. Drawing on deontological, utilitarian, and virtue ethics frameworks, the analysis explores the tensions between ethical ideals and real-world implementation. Building on this foundation, the paper proposes a set of normative guidelines that emphasize hybrid human\u2013AI moderation, transparency, the redesign of success metrics, and the cultivation of ethical organizational cultures. To institutionalize these principles, we introduce a governance framework that includes internal accountability structures, external oversight mechanisms, and adaptive processes for handling ambiguity, disagreement, and evolving standards. By connecting ethical theory with actionable design strategies, this study provides a roadmap for responsible and context-sensitive AI moderation in the digital healthcare ecosystem.<\/jats:p>","DOI":"10.3390\/computers14090380","type":"journal-article","created":{"date-parts":[[2025,9,11]],"date-time":"2025-09-11T08:55:02Z","timestamp":1757580902000},"page":"380","update-policy":"https:\/\/doi.org\/10.3390\/mdpi_crossmark_policy","source":"Crossref","is-referenced-by-count":2,"title":["Towards Navigating Ethical Challenges in AI-Driven Healthcare Ad Moderation"],"prefix":"10.3390","volume":"14","author":[{"given":"Abraham","family":"Abby Sen","sequence":"first","affiliation":[{"name":"Computer Information Systems, Paul & Virginia Engler School of Business, West Texas A&M University, 2501 4th Ave, Canyon, TX 79016, USA"}]},{"ORCID":"https:\/\/orcid.org\/0009-0009-3324-5227","authenticated-orcid":false,"given":"Jeen Mariam","family":"Joy","sequence":"additional","affiliation":[{"name":"Foundations Department, School of Education, Virginia Commonwealth University, Richmond, VA 23284, USA"}]},{"given":"Murray E.","family":"Jennex","sequence":"additional","affiliation":[{"name":"Computer Information Systems, Paul & Virginia Engler School of Business, West Texas A&M University, 2501 4th Ave, Canyon, TX 79016, USA"}]}],"member":"1968","published-online":{"date-parts":[[2025,9,11]]},"reference":[{"key":"ref_1","doi-asserted-by":"crossref","first-page":"77","DOI":"10.1108\/JHOM-07-2011-0072","article-title":"How healthcare organizations can act as institutional entrepreneurs in a context of change","volume":"28","author":"Breton","year":"2014","journal-title":"J. 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