<![CDATA[This study aims to analyze ethical dilemmas in sponsorship practices among university students, focusing on the case of online gambling promotions in Singaraja. The rapid development of digital technology has encouraged students to utilize social media not only as a means of communication but also as a source of income through sponsorship activities. However, this practice raises ethical issues when the promoted content conflicts with legal norms and moral values. This study used a descriptive qualitative approach with documentation techniques sourced from online news and supported by relevant scientific literature. The results indicate that student involvement in online gambling promotions is influenced by economic factors, exposure to the digital environment, and low awareness of digital ethics. Furthermore, weak oversight by educational institutions and a lack of education related to digital ethics contribute to this phenomenon. Therefore, universities are expected to improve digital literacy, strengthen ethics education, and develop more effective monitoring systems to prevent similar cases from recurring in the future]]>
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