ABSTRACT
Ethical behaviour is the final core concept of people's digital presence. Ethical behaviour is a reflection of people's own identity. The decisions people make on what are generally regarded as ethical or unethical actions are shaped by the same processes that shape people's own identity, including people's age, education, gender, religiosity, ethnicity, where people live and the views of people's parents. The separation of ethical and unethical behaviour cannot (and should not) be reduced to a question of whether an action is legal or illegal. A core ethical behaviour is acknowledgement that a digital presence can never be a veil to people's “real” self. It is not uncommon for a potential employer to search for a candidate through the web or social media channels. The ownership of data and how it is used are among the most persistent ethical questions in the digital age. The benefits, the thinking goes, should be mutual.
