The Foundation is pleased to submit the first paper from its Big Data Ethics Project on a Unified Ethical Frame for Big Data. The paper sets out a framework for assessing a big project. This is the first part of a four part project. The other parts will cover a general framework for interrogating a project; a commentary on internal and external enforcement; and examples of industry specific interrogation tools. Bottom-line is assessment process must take into consideration the interests of all stakeholders, and for consumer must weight opportunity cost with traditional privacy values.