Automated (algorithm-driven) decision-making based on big data analysis encompasses an ever wider range of personal circumstances. Many innovative solutions and comfort-enhancing services have been achieved as a result of rapid digital development, but it is difficult to judge how the effects of technological development transform our society and affect the individual in the long run. A number of research studies have been launched to identify ethical artificial intelligence, and to clarify the legally explainable liability issues for technological innovation. The purpose of this chapter is somewhat different. It is to contextualise the ethical approaches towards big data analysis, and by building on the existing frameworks, to develop a big data ethical matrix that at an abstract level could serve as a tentative reference point for the emerging ethical issues in big data analysis. The starting point of the investigation is the dramatic appreciation of the significance of the data. The chapter claims that the digital transformation of our societies has reached a new reality that needs to be addressed legally in a holistic way, through the overlapping concepts of data protection, competition law and consumer protection.