This article aims at understanding how “ethical public issues” are created, and dealt within a public arena. Here, we view ethical public issues as social constructs, which are the results of issue framing contests. Such an approach will enable us to understand how ethical public issues emerge and are shaped by strategizing actors (including firms, NGOs, the media, and governments), in an attempt to impose their own definition and preferred solution to the issue. We also propose key factors which explain the success of a framing attempt, and evidence of such success. The empirical case of the labor conditions in West Africa’s cocoa industry is used to illustrate this theoretical framework and methodological approach.