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Digitalization efforts are rapidly spreading across societies, challengingnew and important ethical issues that arise from technological development.Software developers, designers and managerial decision-makers are ever moreexpected to consider ethical values and conduct normative evaluations whenbuilding digital products. Yet, when one looks for guidance in the academicliterature one encounters a plethora of branches of applied ethics. Dependingon the context of the system that is to be developed, interesting subfieldslike big data ethics, machine ethics, information ethics, AI ethics or computerethics (to only name a few) may present themselves. In this paper we want tooffer assistance to any member of a development team by giving a clear andbrief introduction into two fields of ethical endeavor (normative ethics andapplied ethics), describing how they are related to each other and, finally,provide an ordering of the different branches of applied ethics (big dataethics, machine ethics, information ethics, AI ethics or computer ethics etc.)which have gained traction over the last years. Finally, we discuss an examplein the domain of facial recognition software in the domain of medicine toillustrate how this process of normative analysis might be conducted.

Big data ethics, machine ethics or information ethics? Navigating the maze of applied ethics in IT