"Ethics in practice" are the ethical dilemmas that arise during the conduct of research. In this article, we describe the ethical issues we faced when conducting an exploration of the experiences of 19 potential living kidney donors, and demonstrate how reflexivity can guide the ethical decision-making throughout the research process. We discuss how we addressed issues of risk of potential psychological discomfort and distress to participants; autonomy and consent; and power imbalance, disclosure and reciprocity. We also address the practical implications of our decisions. Through this discussion of the "ethically important" moments we faced, we aim to spark debate about the ethical and practical challenges facing qualitative health researchers today, and demonstrate how reflexivity can contribute to navigating the "ethical labyrinth" of qualitative health research.