Many ethical problems and risks are connected to the use of social media for purposes of marketing. Serious games have been shown to be particularly effective in promoting ethical sensitivity in other domains. In this paper, we outline the concept of uFood, a serious moral game to sensitize students of business and technology to issues related to social-media marketing. In this paper, we present the game’s educational strategy before the background of findings from moral psychology and studies of game-based learning. A central question was whether to employ a “no-warning” strategy with or without immediate feedback on ethical dimensions of decision making. It is an open research question, which of these strategies could be more promising. Therefore, we have decided to develop two versions of the game for experimental purposes.