The following paper presents a review of the ethical, privacy and trust aspects relating to pervasive gaming in particular within the domain of traffic congestion. The paper deals explicitly with the challenges involved that fall between the gaps standard ethical practice and scientific research when studies comprise of those in the lab (where collection and use is heavily controlled) and those which take place in the wild where there is the requirement to share data possibly with external parties. Also where the nature of such work is at the borders of the concept of traditional study and a commercial running prototype.