Google's "Don't be evil" or "Do the right thing" are lazy and become meaningless because they are so vague. Google is at a point where it is doing things, like its work with China, that most of us would consider being evil. Many tech companies, like Facebook, have been caught doing things that have been deemed unethical after they have already been done. Government tries to enact laws but cannot keep up much less get out ahead of new technology and ways it can be used for evil.
I think there is a need for a non-profit that establishes a standard of ethics as voted on by its members. Essentially a Unicode Consortium for ethics. If we can work together to decide the next emojis and can work together to a baseline of ethical behavior. New ethics could be released along side new technologies. It would not be perfect but the current standard of develop first and ask questions later is not good enough.