This chapter examines the constitution of ethos in digital environments. We provide a theoretical account proposing the notion of prodused ethos, to capture the distinct kind of character and credibility construction performed by users in digital media. We exemplify this through a rhetorical analysis of how the ethos of national health authority experts were constituted in social media during the COVID-19 crisis of 2020 and 2021. We look at Facebook fan sites for the three most prominent health authority representatives in Sweden, Denmark, and Norway. Our analysis of online posts, comments and reactions, uncover how the fans constitute and negotiate the personal, institutional, and professional ethos of the health authority representatives, resulting in a certain prodused ethos for each of the representatives.