 In light of these findings, it is essential that ethical and social issues are seen as a core part of the technical and scientific requirements associated with data management and analysis. The ethical management of data is not obtained exclusively by regulating the commerce of research and management of personal data nor with the introduction of monitoring of research financing, even though these are important strategies. To guarantee that big data are used in the most scientifically and socially forward-thinking way it is necessary to transcend the concept of ethics as something external and alien to research. An analysis of the ethical implications of data science should become a basic component of the background and activity of those who take care of data and the methods used to view and analyse it. Ethical evaluations and choices are hidden in every aspect of data management, including those choices that may seem purely technical.