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Data science brings enormous potential for good — for example, to improve the delivery of public services, and even to track and fight modern slavery. No wonder researchers around the world — including members of my own organization, the Royal Statistical Society in London — have had their heads in their hands over headlines about how Facebook and the data-analytics company Cambridge Analytica might have handled personal data. We know that trustworthiness underpins public support for data innovation, and we have just seen what happens when that trust is lost.