Edwards and Mauthner (2012, p. 14) describe research ethics as ‘the moral deliberation, choice and accountability on the part of the researchers throughout the research process’. As such, research ethical codes are designed to provide researchers with guidance on what is ‘morally right or wrong’ when undertaking empirical research (Barnes, 1979, p. 16, as cited in Heath, 2009, p. 23). These codes grew out of instances of a clear disregard for morals when conducting research – for example, during Nazi experiments in concentration camps – which led to the formalisation of such ideas as informed consent and voluntary participation (Mandal et al., 2011). Today, it is the accepted norm that all social science research with humans must adhere to conventions like informed consent, confidentiality and the protection of participants from physical or psychological harm (BERA, 2018). Indeed, adhering to and reflecting on conventional ethical principles is not only critical for gaining approval from university ethics committees, without which one often cannot conduct research, but also considered a hallmark of good quality research (Heath, 2009).