Professional Code of Ethics | © 2020 Dee Mackey |  Privacy Policy

Professional Code of Conduct & Ethics


All staff, trainers, students, graduates, associates and members of The Coaching Academy agree to:


  • Always conduct themselves 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.

  • Respect the commercial confidentiality of The Coaching Academy by not divulging business information to any third parties.

  • Maintain the good reputation of the coaching profession in general and The Coaching Academy in particular.

  • Comply with both the spirit and the letter of any commercial agreements made with clients, potential clients, professional colleagues and The Coaching Academy.

  • Make commercial 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 including the expectations of both parties.

  • Make no claims or implications of outcomes that cannot be demonstrated or guaranteed.

  • Obtain written permission from any client or potential client before releasing their names as referees.

  • Respect the absolute rights of the client's 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 client's needs.

  • Avoid all conflicts of interest and give notice of such potential conflicts to The Coaching Academy. Advise both The Coaching Academy and the client on the risk of conflict if a relationship moves beyond a coach/client situation (For example a personal or business relationship).

  • Refrain from offering professional information or advice that you know to be confidential, misleading or where the accuracy is beyond your competence to assess.

  • Endeavour to enhance public understanding and acceptance of professional coaching.

  • Share skills and experience with fellow members and associates of The Coaching Academy to further increase the body of knowledge, skills and competencies of such parties.

  • Respect all copyrights, agreements, work, intellectual property and trademarks and comply with all laws covering such areas.

  • Use the tuition, definitions and works provided by The Coaching Academy as the basis for all coaching procedures, practices and objectives.

  • Avoid coaching minors (people who have not yet had their 18th birthday) without the express written consent of parent, guardian or teacher as appropriate.

  • Contact The Coaching Academy immediately if you find yourself in a situation which may create conflict, litigation or bad publicity.

  • Comply with all laws and by-laws 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.