The use of data is accelerating, not only owing to increasing technical possibilities like AI and earth observation, but also as a result of crises such as COVID-19 and climate change which accelerate the deployment of data and technology. This is happening on a small and local scale, as well as on a large and global one. Precisely because these data are potentially personal, and its use is becoming commonplace, it is urgent to internalize shared principles for the responsible use of data to achieve greater common value, better data and better products. These are preferably intrinsic principles that guarantee the safety and privacy of people, our social values and human dignity. In this talk we discuss an ethical framework for the use of location data. Together with the crowd we will investigate several dilemma's in which location data play an important role. How far can you go? Which values are more important? These are the kind of questions we will present and discuss.