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Why are we talking about ethics now

Six ethical questions for business

The six areas below form the foundation of data ethics.


Companies should ask themselves questions such as ‘What data are we collecting?’, ‘How are we collecting it?’, ‘What are we going to do with it?’, and ‘Who are we going to share it with?’


‘How might what we’re doing affect people?’Could the insights we glean from our data limit their opportunities?’


‘Are people able to find out what data we hold on them?’


‘Are people able to decide what things we offer them as a result of that data?’


‘Is what we’re doing with their data what they would expect us to do? Are our safeguards aligned with these expectations?’


‘How will we be held to account if we get it wrong?’