Collecting online data through social media has become a widely used methodology in ethnographic research in the past decade. Scholars have addressed both the prospects and drawbacks, limitations and moral concerns in conducting online research (Côté, 2013; Fiesler & Proferes, 2018, among others). Compared to “traditional” ethnography, online ethnography offers greater flexibility in terms of time and the variety of information that can be obtained. Additionally, it ensures that researchers are constantly engaged and interactive during their fieldwork. In fact, social media has become an ethnographic field in its own right, where scholars spend significant time gathering, observing, engaging and interacting with diverse actors (Svensson, 2017). As a result, the notion of “being in the field” has completely been transformed. However, researchers in online ethnography face increased complexity and uncertainty with regards to confidentiality, anonymity, informed consent, privacy, and the risk of harm. In particular, research ethics remain a significant challenge, as no official guidelines have been established for conducting online ethnography. Since we cannot just focus on Western social media platforms, we have to pay attention to other cultural contexts and social media platforms. It is obvious that the social, cultural and political contexts affect the ethical issues.