| Summary: | As Internet research grows in popularity, attention to the ethics of studying online content is crucial to ensuring ethical diligence and appropriateness. Over recent years, ethical guidelines and recommendations have emerged to advise researchers and institutional review boards on best practices. However, these guidelines are sometimes irrelevant, overly rigid, or lack recognition of the contingent nature of ethical decision-making in qualitative research. Furthermore, varied ethical stances and practices are evident in existing literature. This article explores key ethical issues for qualitative research involving online content, with a focus on the unobtrusive study of personal narratives shared via the Internet. Principles of informed consent and confidentiality are examined in depth alongside practical and methodological considerations for unobtrusive qualitative research. This critical exploration contributes to ongoing discussion of ethical conduct of Internet research and promotes ethically aware yet flexible approaches to online qualitative research and creative methodological efforts to overcoming ethical challenges.
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