Many governments are taking unprecedented measures to track, trace and contain the spread of the novel coronavirus (COVID-19), by turning to digital technologies and advanced analytics to collect, process and share data for effective front-line responses. Policy makers, in consultation with privacy enforcement authorities, must assess the possible trade-offs in data utilisation during this crisis (reconciling the risks and benefits), but must ensure that any extraordinary measures are proportionate to the risks and are implemented with full transparency, accountability and a commitment to immediately cease or reverse exceptional uses of data when the crisis is over.