This chapter discusses the issues and controversies around informed consent from the participants and informants. It examines different positions of researchers and the related ethical consequences. The chapter reviews the danger of researchers' ethnocentrism and cultural incompetence against the research process. Cultural researchers deals with at least two cultural or moral communities: their own and the one that they investigate. The chapter deliberately speaks about building rapport and trust with informants and participants. Hammersley and Atkinson stated that indeterminacy and uncertainty should for the most part be resolved by ethnographers in favour of the interests of research, given that this is their primary task. The chapter considers various controversies with sharing knowledge and the problem of the beneficence of research. It outlines possible ethical positions for culture and psychology research. Thus, relational and situated research ethics are considered to be most relevant for culture and psychology researchers.