The Internet is a fresh field abounding with intriguing research questions. Much of its allure stems from being a unique and increasingly ubiquitous mode of personal expression as people create Web pages and choose what to view when surfing the creations of others. The Internet links people in unprecedented ways. Sensitivity in research to these people is required for legal, pragmatic, and ethical reasons. All criteria for ethical research apply to the process of doing ethical research on the Internet. However, Internet researchers face some issues of particular concern: Invasion of privacy of unknowing subjects while collecting data, lack of professional credentialing, and rushing to publish incomplete or unreviewed work. Much of the ethical criteria for research derives from concerns about experimentation with active, voluntary subjects or as part of large-scale survey efforts. By contrast, Internet research has a greater potential for acting on passive or unknowing subjects. The Internet gold rush can lead the unwary to make unsubstantiated claims about their qualifications or their results.