This chapter explores the landscape of ethical frameworks and design concepts in digital public health. Our primary focus lies on the concept of autonomy in relation to users, with a particular focus on health data. We begin by discussing autonomy concepts from the domain of Human-Computer Interaction (HCI), which we carry over to the context of health data, including Big Data practices. We then consider the perspective of ethical autonomy frameworks relevant to (un)ethical design practices. As research in HCI has noticed malicious and deceptive practices, we follow up on the current discourse on dark patterns. Trying to find answers for practitioners to develop ethical systems, we offer an overview of user-empowering frameworks protecting their autonomy. Lastly, we discuss the ethical implications of user autonomy in health-related domains showing possible directions for future works pursuing empowering designs.