Always conduct myself to the highest levels of ethics, integrity, accountability and responsibility.
Treat all clients and potential clients with absolute dignity, confidentiality, and respect as free and equal individuals.
Maintain a good reputation for coaching.
Comply with both the spirit and the letter of any agreements made with clients, potential clients, and professional colleagues.
Make agreements with clients and potential clients that are fair and will respect all parties to such agreements.
Represent true levels of status, title, competence, and experience in order not to mislead, misrepresent or defraud.
Clearly state to clients and potential clients, the terms of any commercial agreement.
Make no unrealistic claims or implications of the services provided.
Obtain written permission from any client or potential client before releasing their names as referees.
Respect the absolute rights of clients’ confidentiality except as expressly permitted by the client or potential client in writing or as required by law.
Recommend different coaches or resources when these will be more appropriate to the clients’ needs.
Avoid coaching minors (people who have not yet had their 18th birthday) without the express written consent of a parent, guardian or teacher as appropriate.
Comply with all laws and bylaws of the UK and, if coaching clients based abroad, with the laws of the clients’ country.
Ensure that all advertisements and promotional materials, whether verbal or written, are legal, decent, truthful, honest and in compliance with the requirements of the UK Advertising Standards Authority.
Make a copy of this Code freely available to clients if they request it.