Deciding what ethical principles should govern the practice of pervasive media design, it is first necessary to understand a) how ethical systems operate; b) what kind of ethical governance is appropriate to design and c) what are the distinct ethical parameters of pervasive media. This essay attends to each of these dimensions with a view to developing an ethical theory of pervasive media design.

1. Professor Andy Miah, University of the West of Scotland Fellow, Foundation for Art and Creative Technology (FACT), Liverpool Fellow, Institute for Ethics and Emerging Technologies, USA Pervasive media studio, UWE, bristol, 2010.03.05

7. INDIRECT HARMS of Design in Pervasive Media Prescribing range of moral alternatives to end user Eg. not being able to reuse mobile phone chargers Harm arising from movement of information Eg. development of an application that leads to the sale of data to third parties, concerns about surveillance, data-mining, etc.

10. How ethical is pervasive media already? Eg. Is Twitter behaving? Modest scandals include fake hashtags and fake retweets Larger concerns about hijacking trending tags for unrelated gain eg. HabitatUK in 2009

12. Could the designers of Twitter have avoided this? Could they do something now? Is the community sufficiently self regulating?

13. Are there distinct ethical parameters of media becoming pervasive? James Auger & Jimmy Loizeau, Telephone tooth implant Is pervasive health surveillance likely to overwhelm our personal lives? How will we be compelled towards the normalization of cybermedical surveillance? Eg. health credits