Viral stealth marketing is a contemporary marketing technique, which has evolved in reaction to the increasingly competitive marketing environment. This paper notes that despite its huge potential, very little research is being targeted towards understanding the utility of viral stealth marketing, particularly in the context of Generation Y. whose behavioural characteristics are particularly suited to this form of marketing. This paper explores the nature of viral stealth marketing and its ethical implications; then formulates an agenda for future research that has a potential to add significant value to organisations.