To prevent data misuse, a set of principles, collectively known as ‘data ethics’, can be applied:

Data ownership: Data should always belong to the individual providing the data.

Transparency: How the company intends to collect, store and use the data.

Privacy: Even if the user gives consent to collect the data, it cannot be made public.

Intention: Only the minimum viable amount of data should be collected, and every data collected should be with the right intent.

Outcomes: The outcome of analysis of data should be clear of any intentional bias.

When handled ethically, data can enable you to make decisions and drive meaningful change at your organisation and in the world.