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ChatGPT, an AI chatbot, has gained popularity for its capability in generating human-like responses. However, this feature carries several risks, most notably due to its deceptive behaviour such as offering users misleading or fabricated information that could further cause ethical issues. To better understand the impact of ChatGPT on our social, cultural, economic, and political interactions, it is crucial to investigate how ChatGPT operates in the real world where various societal pressures influence its development and deployment. This paper emphasizes the need to study ChatGPT "in the wild", as part of the ecosystem it is embedded in, with a strong focus on user involvement. We examine the ethical challenges stemming from ChatGPT's deceptive human-like interactions and propose a roadmap for developing more transparent and trustworthy chatbots. Central to our approach is the importance of proactive risk assessment and user participation in shaping the future of chatbot technology.