This paper discusses ethical issues surrounding Netnography, an innovative methodology, relatively unusual in Education research. It explores the ethical approach developed for a study of UK mother perspectives on primary school homework found on open-access parenting websites, reviewing issues considered at the project's outset and examining researcher decisions around the ethical stance. Using the concept of 'negotiated ethics', ethical obstacles were deliberated, to develop an appropriate ethical position and procedure which answered challenging issues arising from the methodology, research aims and particular field. Building on an existing proposition that the internet is a hybrid of space and text, the paper reveals how this conceptualisation, accompanied by an understanding of contributors to forum interaction as a type of participant-publisher, was a prerequisite for establishing the ethical grounds. The paper recommends tailoring ethics procedures to the nuanced contexts of individual online projects, their methodologies, topics and fields.