Purpose This paper aims to propose an ethical approach best suited to dealing with the issues of digital ethics in general and internet research ethics in particular. Design/methodology/approach This article engages with the existing literature on virtue ethics, situationism and digital ethics. Findings A virtue-based casuistic method could be well-suited to deal with issues relating to digital ethics in general and internet research ethics in particular as long as it can take place in communities with shared practices and traditions. Originality/value (...) These insights could add and further deepen the rich debate about research ethics that is already ongoing within the internet research community. (shrink)