to 
It's important that "AI ethics" not give us a distorted picture of ethics as merely a form of voluntary self-regulation. Ethics concerns the fundamental standards of right and wrong, standards that we also have to appeal to in order to justify and shape legal requirements.
There is an increasing confusion between subjective and objective. Many assume that every ethical stance is subjective, without consideration for the implications of certain stances. I.e assuming free-speech is absolute while failing to recognise the damage of hate-speech.