In the era of big data, information ethics has also ushered in greater challenges. Through the analysis of practical examples, we can find the main dilemmas existing in information ethics in the big data era, which involve the abuse of personal information privacy, personal information pollution can not be contained, personal value loss is widespread, and personal information inequality continues to expand. By analyzing the root of the problem, it can be found that the information ethics problem will directly cause the loss of human rights and the polarization of illusion and reality, which not only affects the information security of the public but also is not conducive to the healthy development of human society and cyberspace. In order to solve the ethical dilemma in the virtual era, we must bravely carry out in‐depth research and find innovative ideas. We need to constantly improve the ethics of big data to ensure that the development, use and governance of big data are in line with the principle of public good.