This paper investigates the ethics of the appearance and behavior of avatars in massively multi-user online communities, in particular, avatars created for virtual business interactions in Second Life. The ethics of research conducted with avatars in 3D online environments is also discussed.

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doi.org/10.1145/1358628.1358850
28th Annual CHI Conference on Human Factors in Computing Systems

McArthur, V. (2008). Real ethics in a virtual world. In Conference on Human Factors in Computing Systems - Proceedings (pp. 3315–3320). doi:10.1145/1358628.1358850