Although the South African Constitution guarantees democracy, diversity and inclusion, there is no explicit legislation that regulates usage of digital platforms and social media where homophobic bullying behaviour could be perpetrated. Consequently, when laws or regulations guiding conduct in cyber space are lacking or weak, personal moral virtues tend to become cyber space users primary behavioural guidepost. Given the significance of virtue ethics as a set of ethical ideas that predispose people to comprehend what they should do in the face of an ethical dilemma and raise their possibility of acting on moral ideals, little is known about how virtue ethics approach can be conceptualized to inform the reduction of online moral concern such as homophobic bullying among adolescents in South Africa. In light of this, the purpose of this study is to conceptualised value ethics approach as an alternative measure to curb homophobic bullying behaviour among adolescent in the digital era. The risks surrounding online activity underlie the necessity to develop a non-punitive, yet effective, approach to reduce homophobic bullying behaviour amongst early adolescents in South Africa.