This article articulates key ethical issues that may arise in sponsored digital storytelling initiatives, projects wherein participants’ stories are used to promote the organization that subsidized their training. Analyzing a digital story from a public health project in the US, the article suggests that sponsored digital storytelling initiatives require participants, facilitators, and those within sponsoring organizations to make complicated ethical judgments about recruiting storytellers, the role of storytellers in the production process, and if and how to represent proximate others in stories. Critical concepts from life writing and documentary studies are used to explore these issues.