Ethos and the internet

According to Aristotle, the speaker or writer's ethos meant the degree of credibility or trustworthiness that authors establish with the audience through their writing. But what if the speaker is not who we are lead to believe he or she is? Textual masquerading gives us the opportunity to be whoever we want to be and explore different gender identities. Ethos is one of the three types of persuasion(along with logos and pathos). Along with persuasion, it is the speaker or writer's job to gained the audience's trust. Is this trust violated when we give false information over the net? Is our ethos compromised when others look out our profiles or comments over the internet?