The article examines the phenomenon of comprehensive digitalization of public life, which leads to the accumulation of big data about citizens and the formation of their digital portraits. The work focuses on the ethical aspects and dilemmas that arise during the processes of digitalization and the introduction of social rating systems for citizens. The article offers an analysis of the perception of social rating systems by citizens, and also emphasizes the importance of balancing the opportunities and threats of digitalization, with an understanding of ethical norms and the protection of citizens’ rights. The purpose of the article is to identify key ethical dilemmas, opportunities, and threats in the process of implementing social rating of citizens. The empirical basis of the study was: 15 expert interviews; 3 focus groups on the assessment of social rating; and 2 focus groups on the assessment of three existing social rating systems. The study identifies citizens’ concerns about privacy violations, discrimination, and restrictions on rights when using ratings, and also identifies advantages that are expressed in the form of identifying the best specialists, crime prevention, normalization of moral and ethical guidelines, and increased socio-political activity. The paper highlights the ambiguity of the prospects for the introduction of large-scale social rating systems due to the numerous risks and threats to society. The key role of determining the entity responsible for the development and implementation of such systems is highlighted, with the need to ensure control, transparency, and legality.