When we say that emerging technologies should be understood as being situated in a particular regulatory environment, the essential idea is that, when we act – whether we act as developers and commercial exploiters, or as users and appliers, of particular technologies – we do so in a context that has a certain coding for action, a coding that signals whether various acts are permitted (even required) or prohibited, whether they will be viewed positively, negatively or neutrally, whether they are incentivised or disincentivised, whether they are likely to be praised or criticised, even whether they are possible or impossible, and so on.