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Lumifer comments on Is the average ethical review board ethical from an utilitarian standpoint? - Less Wrong Discussion
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That makes all A/B testing unethical.
Not all; presumptively, it is possible to give informed consent. But unless the testers do give informed consent, under this principle, yes, it would be unethical.
(I do not agree with this principle for the reasons I already cited: experimentation doesn't confer unique ethical qualities to behavior, the ethical qualities are inherent in the behavior itself, and the general rules about experimentation were exported from medicine where the behaviors involved do have more questionable ethics.)