The abstract should summarize the contents of the paper in short terms, i.e. 150–250 words. The expansion of IoT implementations in organisations has resulted in more and more people getting involved in technical ecosystems not only as users but also as data sources. While the surveillance capabilities of IoT solutions grow in terms of scale and accuracy, it is inevitable that individuals end up in a position where information involving them is collected, either directly or indirectly. While the motives behind data collection and distribution may not be malicious, the availability of personal information always produces an opportunity for intentional or unintentional misuse. However, ensuring complete privacy in highly surveilled environments is practically impossible to achieve. While legislation appears to provide a comparatively safe environment for employees, regulations alone do not guarantee that sufficient focus is directed towards ethics. Rather, we focus on proposing constructive approaches to ensure ethicality by deliberative and transparent cooperation between customers and companies likewise between employees and employers.