The Ethics of Big Data Applications in the Consumer Sector

Abstract

Business applications relying on processing of large amounts of heterogeneous data (Big Data) are considered to be key drivers of innovation in the digital economy. However, these applications also pose ethical issues that may undermine the credibility of data-driven businesses. In our contribution, we discuss ethical problems that are associated with Big Data such as: How are core values like autonomy, privacy, and solidarity affected in a Big Data world? Are some data a public good? Or: Are we obliged to divulge personal data to a certain degree in order to make the society more secure or more efficient? We answer those questions by first outlining the ethical topics that are discussed in the scientific literature and the lay media using a bibliometric approach. Second, referring to the results of expert interviews and workshops with practitioners, we identify core norms and values affected by Big Data applications—autonomy, equality, fairness, freedom, privacy, property-rights, solidarity, and transparency—and outline how they are exemplified in examples of Big Data consumer applications, for example, in terms of informational self-determination, non-discrimination, or free opinion formation. Based on use cases such as personalized advertising, individual pricing, or credit risk management we discuss the process of balancing such values in order to identify legitimate, questionable, and unacceptable Big Data applications from an ethics point of view. We close with recommendations on how practitioners working in applied data science can deal with ethical issues of Big Data.