Ethical considerations of our actions, behaviour and future touch each of us every day at some level. As we may not be aware of these issues explicitly, we still make our everyday decisions based on our inner ethical compass. Research and innovation (R&I) actions make no exception in this matter. Naturally, in R&I researchers and other stakeholders need to follow explicit laws, regulations and recommendations that are embedded in the professional code of conduct and are usually required by the funders of R&I actions. In this paper, the current model of ethics self-assessment and management by European Commission is presented, but also the development of the ethics management from the broader, responsibility related perspective.