In this talk, I address the topic of ethics in multi-sited online and offline ethnographic research. I approach ethics as a social process that unfolds over time, which can be studied by paying attention to both researchers and participants’ metascientific reflections. In the talk, I deal with ethical dilemmas related to different stages of the research process; i.e. from the initiation of the ethnographic fieldwork to the analysis and final publication. Firstly, I focus on processes of gaining informed consent and negotiating access to participants and field sites. Secondly, I address the construction and negotiation of social relations and field roles in face-to-face and online participant observation, for instance, how researchers deal with uncertainty, conflicting interests and social tensions in the field. Finally, I shed light on the ethical aspects associated with the representation of the participants after the fieldwork; e.g. in the process of data selection and during the analysis.