 It is particularly important to think carefully about informed consent in an era of digital dissemination and open access publication where images can be reworked, redistributed and recirculated in the digital economy, in ways that may not have been envisaged at the time of the research study (Mannay, 2014).These are activities where the experimenters are either not disclosing their real identity, or their true purpose for the activity.This includes assuming a false identity such as creating an avatar in an online game, or pretending to be a tourist while looking at statutes.