This short piece considers how participant recruitment can have ethical elements. With reference to a qualitative research project on asexuality we explore the challenges associated with recruiting from an emerging, and politically charged, identity group. In our attempt to broaden the representation of asexual stories we sought to recruit people who may not fully identify with the emerging term 'asexual' as a sexual orientation while also not equating this with a lifestyle choice of abstinence. This was attempted through crafting suitable recruitment materials via the use of the Mass Observation archive and expanded sampling criteria. Our efforts met with mixed success, on which we reflect. We conclude by suggesting how such ethical questions related to recruitment will remain 'gaps' in ethical regulation, calling for a greater reflexive approach from researchers about sampling criteria.