Deception in research is morally problematic ... and so too is not using it morally: reply to open peer commentaries on "The use of deception in public health behavioral intervention trials: a case study of three online alcohol trials"

We are very pleased that the explorations of the ethical issues raised by our research practice (McCambridge et al. 2013a) have stimulated such thoughtful and diverse responses. Almost all indicate concern that it may be wrong to accept the moral hazards we are prepared to face, and we agree there are many reasons to take very seriously these issues, hence our attempts to do so. Most appear to accept that our research practices are of low risk and not likely to cause harm to participants, and the key issues center on informed consent. It is interesting that there are such differences in the particular concerns identified by the commentators, and we are struck by the breadth of their concerns.