Purpose Whereas integration of big data in “e-Oman” – the e-government face of Oman – is a significant prospect, this paper aims to underscore the challenges of privacy concerns in effecting such integration. Design/methodology/approach Providing a brief description about the concepts of e-government and big data, the paper follows a discussion on “e-Oman”. While drawing a framework for integration of big data in “e-Oman”, the paper throws light on the privacy concerns in effecting such an integration following a qualitative approach. (...) Findings Integration of big data in “e-Oman” is fraught with ethical challenges in terms of privacy issues which have social implications. Practical implications While the pros of integration of big data in “e-Oman” are noteworthy, technical and administrative constraints vis-à-vis the cons of such integration need to be taken care of. It may be underlined that there is a trade-off between the norms of transparency and privacy of individuals versus the deployment of big data in “e-Oman” for effective real-time problem-solving. Social implications Technical and administrative infrastructure needs to be robust for countering challenges of cybercrimes. Furthermore, confidentiality and privacy of individuals may be at stake; the government needs to tackle these issues. Originality/value Integration of big data in “e-Oman” needs to be probed, and this paper seeks to fill this gap. Second, the paper underscores that it is important that ethical norms are being accounted for while effecting this integration. (shrink)