 This imbalance was powerfully illustrated by the revelation in 2014 that Facebook researchers had quietly conducted psychological experiments on users without their knowledge, manipulating their moods by altering the balance of positive or negative items in their News Feeds (Goel 2014). The study added yet another dimension to existing concerns about the ethics and validity of social science research that relies on SNS-generated data (Buchanan and Zimmer 2012), concerns that drive an increasingly vital and contested area of research ethics (Woodfield 2018, franzke et al. 2020).