The advent of "big data" within the agriculture and food sectors could therefore open new and promising opportunities, including for service providers. At the same time, there are some policy challenges, such as those related to data protection and data property rights and to the control of air space when data acquisition takes place via unmanned air vehicles. Consumers may distrust certain technologies, and individuals may undervalue the notification of livestock diseases. There is a strong need for the better showcasing of the benefits of innovation while improving citizens' trust by encouraging a frank and open exchange on potential risks, based on the scientific evidence available, and considering the different approaches which exist across countries with respect to the precautionary principle. This also includes a need for continued efforts to maintain or enhance scientific standards, including those on transparency, notably in the event of conflicting scientific results.