This chapter defines an ethical framework for privacy in service design, emphasizing the necessity for such a framework on ethical grounds. The framework is described as ethical, universal, human-centered, heuristic, and evolutionary, serving as a tool to help service designers understand and apply informational privacy in their work. It comprises 10 principles, each elaborated through real and speculative case studies, aimed at creating privacy-protecting and privacy-enhancing products. These principles, while increasingly practice-oriented, are immediately implementable and focus on both the users and stakeholders of service design solutions. Key aspects of the framework include transparency, interactions, security, freedom, moral agency, user experience, usability, and understandability. The chapter concludes by discussing the potential challenges and opportunities associated with implementing this privacy ethical framework for service design.