This chapter outlines some of the ethical concerns and challenges in AI applied to games. There are many potential ethical challenges, including the ownership of data and models, induction of artificial emotions, the potential to create and reinforce addictive playing behavior, and the computational reinforcement of stereotypes. The chapter is structured around the affective loop, discussing ethical issues within affect elicitation, sensing, detection, and adaptation. There is also a brief discussion about the role of games in creating artificial general intelligence and potential concerns associated with this.