Civil society around the world has called for data-driven companies to take their responsibility seriously and to work on becoming more fair, transparent, accountable and trustworthy, to name just a few of the goals that have been set. Data ethics has been put forward as a promising strategy to make this happen. However, data ethics is a fuzzy concept that can mean different things to different people. This chapter is therefore dedicated to explaining data ethics from different angles. It will first look into data ethics as an academic discipline and illustrate how some of these academic viewpoints trickle down in the debate on data science and AI. Next, it will focus on how data ethics has been put forward as a regulatory strategy by data- driven companies. It will look into the relation between law and ethics, because if in this entrepreneurial context data ethics is not properly embedded, it can be used as an escape from legal regulation. This chapter will end with a reflection on the future relation of data ethics and data science and provide some discussion questions to instigate further debate.