This chapter lays the groundwork for an ethical approach to privacy in service design. It begins by identifying a gap in current service design and human-centered design research regarding informational privacy, and critiques Value Sensitive Design and its practical implications. The author argues that privacy legislation, such as in the EU, is insufficient due to loopholes and its inability to challenge surveillance capitalism. Privacy by Design is also critiqued for its compliance focus without addressing deeper privacy needs in service design. The second part emphasizes the importance of ethics over legislation for protecting informational privacy in service design. The author identifies the need to integrate privacy into service design practice and sustain it through ethics. They explore various moral approaches, ultimately advocating for Luciano Floridi’s information ethics due to its ontological link between information and human identity. This view, supported by intercultural information ethics, positions privacy as a universal human need, culturally specific yet universally relevant.