The widespread adoption of big data collection and analysis across industries has yielded significant benefits in terms of valuable insights and improved decision-making processes. However, it is essential to acknowledge and address the ethical considerations associated with big data. This study delves into the ethical dilemmas arising from the utilization of big data, encompassing concerns such as privacy, consent, data ownership, algorithmic bias, impartiality, openness, responsibility, data protection, and bridging the digital divide. The paper offers recommendations aimed at tackling these challenges, emphasizing the importance of collaborative efforts between policymakers, organizations, and individuals to establish comprehensive guidelines and regulations that strike a balance between the advantages of big data and the potential risks it entails.