 In particular, big data may be used in profiling the user (Hildebrandt 2008), creating patterns of typical combinations of user properties, which can then be used to predict interests and behavior. An innocent application is “you may also like …”, but, depending on the available data, more sensitive derivations may be made, such as most probable religion or sexual preference. These derivations could then in turn lead to inequal treatment or discrimination.  When a user can be assigned to a particular group, even only probabilistically, this may influence the actions taken by others (Taylor, Floridi, &amp; Van der Sloot 2017). For example, profiling could lead to refusal of insurance or a credit card, in which case profit is the main reason for discrimination. When such decisions are based on profiling, it may be difficult to challenge them or even find out the explanations behind them. Profiling could also be used by organizations or possible future governments that have discrimination of particular groups on their political agenda, in order to find their targets and deny them access to services, or worse.