The correct principle is “Doing it right when no one is looking.” The statement captures the essential distinction between ethical behaviour and mere compliance. Ethical conduct does not depend on observation, enforcement, or the probability of being caught; it requires responsible action because the action itself is appropriate. The answer wording is presented directly in the PDF on page 4.

DAMA-DMBOK2 treats data ethics as an essential component of professional Data Management because organizations routinely make choices about collecting, combining, analyzing, retaining, sharing, and monetizing data. A technically permissible activity may still create inappropriate effects on individuals or expose data to potential misuse.

Data ethics therefore extends beyond security and regulatory compliance. It requires consideration of the impact on people, potential for misuse, and economic value of data. Ethical handling also requires transparency concerning data provenance, intended use, quality limitations, and the consequences of decisions based on data.

Data Quality has an ethical dimension as well. Knowingly using inaccurate, incomplete, misleading, or poorly understood data in consequential decisions can harm customers and other stakeholders. Governance should therefore establish not only compliance controls but also principles for responsible use.

Reference Topics: DAMA-DMBOK2 Chapter 2 — Data Handling Ethics; Ethical Principles; Impact on People; Potential for Misuse; Chapter 13 — Reliable and Fit-for-Purpose Data.

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