I like this W3C Statement on Ethical Web Principles.

These principles are not merely theoretical; they constitute a call to action. They encourage everyone involved in the web’s evolution to assess their contributions’ societal and environmental impacts. We can create a web that truly benefits everyone by adhering to these principles:

  • There is one web
  • The web does not cause harm to society
  • The web supports healthy community and debate
  • The web is for all people
  • The web is secure and respects people’s privacy
  • The web enables freedom of expression
  • The web makes it possible to verify information
  • The web enhances individuals’ control and power
  • The web is an environmentally sustainable platform
  • The web is transparent
  • The web is multi-browser, multi-OS, and multi-device
  • The web can be consumed in any way that people choose

That seems like a good list to strive for on the web.