Thomas Ploug is Professor of ICT Ethics at the Department of Communication and Psychology, Aalborg University Copenhagen. He holds an MA in Philosophy from Copenhagen University and a PhD in ICT Ethics from University of Southern Denmark. His research interests and projects include topics spanning different fields under the heading of Applied Ethics such as ICT Ethics, Medical Ethics and Bioethics. He is currently involved in projects on (i) online and offline consent behaviour in the health context; (ii) models of informed con-sent; and (iii) ‘nudging’ in the health sector. He is Head of the research group Communication and Information Studies, Director of the Centre for Applied Ethics and Philosophy of Science, a member of the Danish Council of Ethics and of the Clinical Ethics Committee at Rigshospitalet, Copenhagen.