Few areas of science create as great challenges for design as human sexual behavioural science. Sex research is the only area of science that has united the whole of the United States House of Representatives in Condemnation--of a peer reviewed scientific paper. The more obvious aspects of design challenges in this area, such as protection of participants, confidentiality and anonymity are widely understood. However, scientists also have a specifically ethical duty to provide good information to a culture, even if said culture may demonstrate reluctance to give up prejudices and misinformation.