I stumbled upon a website by an Amsterdam based organisation who offers "consultancy that supports ethical innovation and nuanced long-term thinking about new technology" – interesting.
The website deals with the question of what negative effects "Big Data" has on our society and calls the result "Social Cooling".
"If you feel you are being watched, you change your behavior. Big Data is supercharging this effect."
"… this could limit your desire to take risks or exercise free speech."
"… and breeding a society where self-censorship and risk-aversion are the new normal."