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Big data analytics is a fast evolving phenomenon, and understanding its impact on service systems is a key research priority for service science. However, there is very little knowledge related to the potential ethical implications associated with the use of big data analytics in service today. This chapter therefore aims to identify some ethical implications that can arise in data-driven service systems. It is relevant to those who use big data to generate new value propositions, and for those who cocreate value in this context. The chapter also aims to inform managerial and policy guidelines for implementing, and ethically benefiting from, big data analytics in service.