Over the last two decades sport-related research has become increasingly influenced by ethical propriety and institutional governance. Whilst there has been thorough consideration of biomedical and associated research in sport and exercise, social research in sport studies has received less attention. In this article, following a brief contextualization of the current climate for research ethics discourse, the planks of an argument for social research in sport without informed consent are addressed. Dealing with ideas linked to ecological validity, impracticality, averting alarm, (...) public interest and ‘leaving only footprints’, a case is made based on two important questions: (a) is the research useful?; and (b) are other research methods available that are fit-for-purpose and allow informed consent to be secured? If the answers are ‘yes’ and ‘no’, respectively, the case should be considered. In such instances the principle of ‘McFee’s friends’ serves as an important source of guidance for researchers. (shrink)