In my humble opinion, there are actually two ethical issues at play here. The first one, as IL and YG have already commented on, is the issue of someone’s intellectual property being used by a third party without their express permission. The second issue, which I don’t think has been explicitly commented on yet, is that Private Panic’s post – although I’m sure he didn’t intend it to be that way – comes uncomfortably close to looking like nepotism. Context is important in potential conflict-of-interest situations, and here’s an example of what I mean. If someone had asked the forum “I need to get a map commercially printed, and I want good-quality work; what should I do?” and if Private Panic (or anyone else) had answered, “Go to [insert name of well-known franchised printing service] and they’ll take care of you,” that wouldn’t have been a problem. In fact, such advice has been given many times on this forum. In the case were talking about, however, Private Panic posted his message on his own initiative, not in response to a question, and his message starts with the sentence, “My brother has a print business,” so it’s easy to construe his post as an attempt to use his forum connections to drum up business for a relative. Again, let me stress that I’m sure that this wasn’t his intention; I’m just pointing out that it’s very easy to accidentally fall into an ethical conflict without realizing it, and that the situation sometimes has to be described in stark terms to highlight what the potential problem is. (I live in Montreal, where ethical lapses by elected officials and private business interests working in collusion with each other have occupied a lot of newspaper space over the past few years, and one of the points that has been made clear by the situation is that optics are important: even if no actual wrongdoing is taking place, situations that simply look questionable can raise a lot of questions, and thus are best avoided.)