The penetration of digital platforms and ecosystem based business-model together with the use algorithm and machine leaning are changing the environment where pHealth takes place. Traditional pHealth is changing to Digital pHealth. This development brings new ethical, privacy and trust problems which have to solve to make Digital pHealth successful. In this paper ethical, privacy and trust problems in Digital pHealth are studied at conceptual level. Concerns caused by the use novel ICT-technology and regulatory environment are also discussed. The starting point is that the Digital pHealth as a system and its applications and algorithms should be ethically acceptable, trustworthy and enable the service user to set own context-aware privacy policies. Mutual trust is needed between application and all stakeholders. Solution proposed for trustworthy Digital pHealth include ethical design, policy based privacy management and on-line calculation of privacy and trust levels using proven mathematical methods. In the future, novel solutions such as algorithm based access control and data sharing, and algorithm based privacy prediction together with cryptography based blockchain seems to have potential to change the way privacy is managed in Digital pHealth. Technology alone cannot solve current privacy and trust problems. New regulations which not only give users of the Digital pHealth right to set personal privacy polies but also force pHealth service providers and platform owners to prove regulatory compliance of their services are needed.
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