In her keynote, Anna will give an overview of current trends and ethical challenges for the XR industry, and explain what inspired her to start the Ethical Framework for XR initiative (EF4XR). Its mission? To ensure the most responsible and enriching use of immersive technologies, particularly those that enable remote social interactions and collaborations. The framework will include reports and guidelines based on multidisciplinary research, as well as derivative activities (incl. 'social experiments’, panels and workshops) aimed at increasing awareness and connecting academics (notably social scientists) with tech companies. With this project, Anna’s goal is to facilitate a well-informed and inclusive debate around ethical XR practices; a topic that has been until now largely neglected by both the industry and regulators.