Following a conversation at a What Next? meeting about the difficult situations cultural organisations can find themselves in when an action sparks controversy – for example, the presentation of a divisive piece of work, or a contentious sponsorship deal – What Next? has produced some practical guidance on ethics. The guidance responds to contributions from organisations across the UK to a What Next? survey on the subject of ethical and reputational challenges and is intended to help leaders meet such challenges with a greater sense of confidence.