This article examines byline issues and journalism ethics in an Asian context, with particular focus on how journalists invent and subsequently publish articles under various non-existent authors. The study took place between April and August 2022 in Kazakhstan, Kyrgyzstan and Uzbekistan, where ethical misbehavior in journalism is normalized and academic institutions in the region fail to develop students’ ethical approach to journalism. It is well known that journalists write about politically sensitive issues under pseudonyms or other names in authoritarian contexts, (...) but this study adds to scholarship exploring why and under what circumstances journalists in an Asian context use non-existent authors even when writing on nonsensitive and trivial matters. The findings suggest that journalists choose to and/or are forced to publish articles using multiple pseudonyms by political, economic, and individual circumstances. The findings are discussed in relation to the theory of deontological ethics. (shrink)