Abstract
Contemporary popular culture exists and develops owing to media. The first decade of the 21st century was marked by a strong development of social media. They won millions of users all around the world and also became profitable business ventures. However, functioning in the social media raises many ethical problems. One of them is the possibility to easily falsify reality. This may refer to both horizontal relations (between website users) and vertical relations (between website users and administrators or owners). Falsehood becomes an element of parlour game which makes social media communication questionable. Moreover, it leads to such abuses as identity fraud or cyberbullying. Therefore, the cyberspace can not be made an axiological desert. If relations in this increasingly popular communication space are not to harm another individual, they should be open to such values as truth and human dignity.