Big data has brought a lot of convenience to college students' lives. However,with its rapid development,the risk of college students'privacy disclosure increases accordingly. The college students,as a special group with weak self - protection conscious- ness,are in the flood of big data,being not only the beneficiaries of it,but also the victims of it. Compared with many other problems caused by the big data,the issue of privacy protection has become more prominent. The ethical norms of college students'privacy pro- tection has been put forward after analyzing the challenges of privacy protection.