This paper discusses the European Higher Education Area (EHEA), its creation, its guidelines, and its inherently innovative potential. It looks closely at the theoretical proposals, the innovative regulations and institutional practices in the process of academic change that relate to teaching, research and management. It also describes the emergence of creative processes in quality assurance and methodological renewal. These bring new professional challenges and educational opportunities to the fore; challenges which raise ethical issues for those involved in these approaches to universities in Spain and the European Union. (Contains 33 notes.)