We like to believe it was once easy to distinguish authentic images from those doctored for a political purpose. We recall an age of so few news sources that none of them were fake. Thankfully, salvation is at hand if we only pay more attention to the second word in “data science”. The scientific method is more than a technique for generating hypotheses to A/B test, it offers everything we need to use data responsibly, regardless of which algorithms are in fashion. In this talk, Shaun McGirr, Head of Data Science and BI at Cox Automotive UK share practical knowledge drawn from a background in social science, which can help any practitioner embed ethics in their daily work.