Nowadays, the traditional ways of sharing of information such as television, radio, and printed advertising, are being replaced by new marketing tools (Andocsová, et al. 2018). A large body of marketing research has shown the important effects of viral marketing in different sectors such as the filming industry (Cruz and Fill, 2008). With the constantly evolving internet and the development of social networks in which individuals can interact and share information, marketers are more inclined than ever to use viral marketing campaigns to promote their products (De Bruyn and Lilien, 2008). Furthermore, with the increasing number of social issues in the film industry, plus the easy access that diverse individuals have to social media, viral marketing has become a determinant tool that can affect not only cinema productions, but also the people involved in them. The present study attempted to investigate the effects of viral marketing in the filming industry, as well as its effects on consumers decisions. Specifically, the effect of viral marketing in consumers when choosing to support an actor or actress when they are found to be involved in social issues such as paedophilia, sexual harassment, domestic violence, and alcohol and drug abuse. This work involved 52 young adults that participated in a voluntary basis. The study’s findings suggested that viewers can support an actor or actress depending on the social issue in which she or he is involved, bringing an important question into consideration: What social issues are forgiven by the public opinion and what are the social issues determining the spurn of an actor in the film industry?. The limitations of the current work and considerations for future research are discussed.