The focus is an ethical dilemma that arises, in an acute form, in interviews for studies using constructionist forms of discourse analysis. Informants typically assume that researchers are aiming to document their experiences, feelings, perspectives, etc., as features of a collectively shared world; an assumption that is probably reinforced by the rationales researchers provide, and by their behaviour. Yet, in such studies, the purpose of interviews is actually to generate displays of discursive practices, rather than to elicit information about the world or about people’s individual subjectivities. This discrepancy amounts to deception, but attempts to remedy it are likely to be counterproductive because of the gap between the natural attitude and a constructionist analytic orientation. From the perspective of some currently influential views about ethics, relating to informed consent and doing research ‘with’ rather than ‘on’ people, this would disqualify such research. However, these views are by no means beyond challenge. In these terms, discourse analysis poses important questions about currently accepted views of research ethics.