Health promotion is an intervention aimed at the population, working with and alongside individuals: how can we do this effectively? This is the ethical question that arises in the field for all professionals in health, education, the social sector, and other fields. These professionals face challenging situations that involve actions and values and require responses. Starting from a concrete problem, they can engage in individual or collective ethical reflection to determine how to “do what is best” given a specific context, objectives, resources, and values. This reflection questions the meaning of practices, engages with what is being done, and is free from any moralizing. The authors argue that “ethics in practice” should be the subject of a more formalized and developed reflection.