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As a school nursing sister working in an inner city area of high deprivation I was initially concerned with childhood obesity and with what the children are eating. Social class has often been considered as a factor in causing obesity, in so far as families in the lower income groups are more likely to eat a less well balanced diet with a high proportion of the cheaper carbohydrate foods.

The purpose of this paper is to explore the types of ethical challenges and dilemmas researchers face when engaging in family consumption research.

Drawing from the concept of micro-ethics to bridge reflexivity with ethics in practice, the paper provides a reflexive account of the various ethical dilemmas encountered by two family consumption scholars during their fieldwork. Both researchers conducted qualitative research on family meals.

The paper reveals five types of ethical tensions that can arise when doing research on family consumption. These tensions are addressed as display, positioning, emotional, practical and consent dilemmas, all of which have ethical implications. The findings unpack these dilemmas, showing empirical and reflexive accounts of the researchers as they engage in ethics in practice. Solutions and practical strategies for dealing with these ethical tensions are provided.

Despite the growing interest in interpretive family research, there is less attention on the ethical and emotional challenges researchers face when entering the family consumption scape. As researching families involves entering an intimate area of participants’ lives, the field may be replete with tensions that may affect the researcher. This paper brings the concept of micro-ethics to family marketing literature, showing how researchers can do ethics in practice. The paper draws on reflexive accounts of two researchers’ personal experiences, showing their emotional, practical, positioning and display challenges. It also provides practical strategies for researchers to deal with dilemmas in the field.

This paper aims to draw attention to a unique paradox concerning doing an autoethnography as a PhD. On the one hand, a student may feel a pull towards revealing a vulnerable, intimate, autoethnographic self, yet on the other hand she may be pushed away from this because the oral/viva voce examination process may deny the student anonymity. Through the telling of this tale the complexities concerning self‐disclosure and student autoethnography reveal are explored.

The tale is autoethnographic: a fictionalised account based on real events and co‐constructed from substantial field notes, personal diaries, e‐mails, and reports.

This paper contributes to relational ethics concerned with self‐disclosure and the “I” of a reveal, and highlight the possibilities for developing Medford's notion of mindful slippage as a strategy for removing highly personal and possibly harmful elements within student autoethnography.

The paper provides a preliminary theoretical framework that has not been empirically tested and is situated within “introspective” autoethnographic research.

The paper takes an innovative approach to autoethnography, addressing ethical value systems specifically within a PhD context.