Within the profession of midwifery, students and registered practitioners are increasingly interacting with on line social media, against a back-drop of reported breaches of confidentiality and unprofessional behaviour issues. E-professionalism; an emerging construct accounting for attitudes and behaviours associated with a traditional professionalism paradigm but manifested through digital media (Cain et al 2010), appears to be a global problem in the health professions. Recent media coverage highlights students of nursing and midwifery both in the United Kingdom (UK) and United States (US) being disciplined for inappropriate behaviour on Facebook and MySpace (Cooksey 2009; Campbell 2010). This paper illustrates some of the salient points underpinning e-professionalism issues. A body of literature on social networking in the health professions is explored, and the findings are discussed in the context of contemporary midwifery education and practice.