This chapter introduces ethical considerations that are especially relevant for the current networked world. It discusses the use of a mnemonic, MAMA — multicultural, adaptive, multifaceted, and archival — as a way to categorize ethical issues as we discover and discuss them today and in the future. By using these categories, the reader can evaluate how the Internet and, more specifically, the World Wide Web (Web) create new ethical concerns as information technology innovation and users drive new Web-based applications and discoveries. In addition, this chapter will pose key ethical questions that will help stimulate the reader to think about Web ethics. In thinking about these questions the reader will explore and hopefully discover his or her own past learned user behaviors and their potential for adverse ethical consequences to the individual and to society. It is through thinking and discussing the ethical consequences of Web-based applications that society will become aware of our own ethical norms and assess how we would respond before we electronically encounter ethical dilemmas.