In the previous blog, we shared the exciting information about the updated Code of Ethics from the International Coaching Federation and reviewed the first three sections in the code.
Now we’re going to cover section four, which is where the ethical standards themselves are contained. These standards are organized in five different sections and the organization is by category of the standard.
Section 1: Agreements for Client and/or Sponsor Engagement
As an ICF Professional, I:
1.1 Communicate (before coaching begins) with coaching client(s), sponsor(s), and/or other involved parties that the coach is in a direct relationship with to explain the nature of coaching and to co-create a coaching agreement regarding roles, responsibilities, confidentiality, financial arrangements, and other aspects of the coaching engagement.
1.2 Respect all parties’ right to terminate the coaching relationship at any point for any reason during the coaching engagement, subject to the provisions of the agreement.
It is a common best practice for coaches to have a minimum commitment to a number of sessions in their agreements. For example, a minimum commitment to six coaching sessions. This serves the client because it creates the awareness that it is a process over time, and it is a commitment to themselves for multiple conversations that set them up for moving forward.
It also makes sense in terms of the coaching engagement because there is a lot more involved during the intake process, getting everything set up before you really move into the coaching. While the client has the right to terminate subject to the agreement, there may be a situation where you have a client that wants to terminate and there’s a reason for it. A life circumstance, something’s happening that means they cannot fully engage in coaching right now. Then you have a business decision to make. If it makes sense, whatever has happened for the client, and it really is something going on in their life, you may decide that, even if they haven’t met that minimum commitment from the agreement, you are going to release them from the agreement because that may be the right thing to do for your client. The code of ethics says you can have a minimum commitment. Do be aware you want to keep that minimum commitment to a reasonable amount, a reasonable number of sessions, and whether you hold the client to that is a business decision. It will make a difference in the success of your coaching business!
Section 2: Confidentiality and Legal Compliance
As an ICF Professional, I:
2.1 Maintain the strictest level of confidentiality with all parties involved, regardless of the role I am fulfilling.
2.2 Have a clear agreement about what information is exchanged and how it is exchanged among all parties involved during all coaching engagements.
2.3 Have a clear agreement with client(s), sponsor(s), and other involved parties about what confidential information may need to be disclosed to the appropriate authorities, e.g., illegal activity, required by law, valid court order or subpoena; or imminent/likely risk of danger to self or to others.
2.4 Maintain, store, and dispose of any records, including electronic files and communications, in a manner that promotes confidentiality, security, and privacy, and complies with applicable laws and agreements.
2.5 Fulfill my ethical and legal obligations to my coaching client(s), sponsor(s), colleagues, and to the public at large directly and through any technology systems I may utilize (i.e. technology-assisted coaching tools, databases, platforms, software, and artificial intelligence).
2.6 Am responsible for my support personnel’s adherence to the relevant standards of the Code of Ethics.
2.7 Maintain the privacy of ICF professionals and use of their contact information (email addresses, telephone numbers, and so on) only as authorized by ICF or the ICF professional.
2.8 Comply with copyright laws and recognize and honor the contributions and intellectual property of others, only claiming ownership of my own material.
Hopefully you’re familiar with the highest level of confidentiality in coaching. Coaches protect the client’s information. If you’re going to be emailing them on a company email address, you have a conversation about what information is there and who has access to it. If you’re calling them on a company phone line, you find out whether it’s ever randomly recorded and then discuss whether you’re using that phone line. If you’re using an online platform, verify which online platforms are confidential and protected. There are subscription platforms that clients’ organizations often have, and the organization has access to it. It is important to find a platform that makes sense in terms of protecting confidentiality.
The second standard calls on us to have a clear agreement about what information is exchanged and how it is exchanged amongst the parties involved. For example, if an organization hires you to coach an employee, you want to be very clear on the front end of what information does and does not get shared with who, and if it is going to be shared how and under what circumstances. That is in keeping with the next standard about a clear agreement in terms of any exceptions to the confidentiality. Most commonly, you’ll see exceptions when it is because of an illegal activity or a threat of harm. You can also have court orders involved.
Be clear in terms of record keeping: what records are kept, where are they kept, and how long are they kept.
In 2.5 the standard speaks to technology as well as AI and being aware of the implications of the various tools.
The standards call on us to ensure that as coaches, we are responsible for our support personnel being accountable to the code of ethics.
The privacy of ICF professionals is to be maintained. Members of ICF can see others information and we’re not supposed to use their information unless ICF or that professional give us permission.
The eighth standard in section two talks about honoring copyright law and intellectual property because when you do coach training, when you see different blogs or articles or whatever the public information is, it’s important to note that that is copyrighted information, and it belongs to whoever created it.
Section 3: Professional Conduct and Conflicts of Interest
As an ICF Professional, I:
3.1 Am aware of and discuss with all involved parties the implications of having multiple agreements and relationships, and the potential for conflicts of interest.
3.2 Manage conflicts of interest and potential conflicts of interest with coaching client(s) and sponsor(s) through self-reflection, coaching agreement(s), and ongoing dialogue. This includes addressing organizational roles, responsibilities, relationships, records, confidentiality, and other reporting requirements.
3.3 Resolve any conflict of interest or potential conflict of interest by working through the issue with relevant parties, seeking professional assistance, or suspending or ending the professional relationship.
3.4 Hold responsibility for being aware of and setting clear, appropriate, and culturally sensitive boundaries that govern professional interactions, physical or otherwise.
3.5 Maintain fairness by being aware of my biases and addressing them so that I do not discriminate toward others based on race, color, gender identity, sexual orientation, socio-economic status, age, spiritual practice, ability, and other groups, classes, and categories of human differences.
3.6 Am mindful of the level of intimacy in the coaching relationship. I do not participate in any sexual or romantic relationship with client(s) or sponsor(s). If I detect a shift in the relationship, I take appropriate action to address the issue or cancel the coaching engagement.
3.7 Understand that ICF professionals often serve in multiple professional roles based on prior training and/or experience (i.e. mentor, therapist, HR specialist, assessor), and it is my responsibility to disclose to the client when I am acting in a capacity other than the role of an ICF professional.
3.8 Disclose to Client(s) the information of compensation and benefits that have been paid/received or will be paid/received for referrals.
These standards talk about the implications of having multiple agreements and relationships and where there may be a potential for conflicts of interest. Coaches are to manage conflicts of interest or potential conflicts of interest and if there is one, resolve it.
Clear and appropriate boundaries in your coaching relationships and of course fairness is addressed.
We’re talking about diversity, equity, and equality for people. The fairness standard talks about not discriminating, holding everybody with respect and honor. There’s a standard talking about the level of intimacy in a coaching relationship and not participating in sexual or romantic relationships with clients or sponsors. One standard says it is common that coaching professionals also serve in other capacities and that we are to be clear on what capacity we are in and ensure that when we are coaching, we stay true to that role.
There is a standard requiring us to disclose any referral fees that are paid.
Section 4: Commitment to Delivering Consistent Value
As an ICF Professional, I:
4.1 Am aware of and, in partnership with my client, actively manage any power or status differential between us that may be caused by cultural, relational, psychological, or contextual issues.
4.2 Recognize my personal limitations or circumstances that may impair my coaching performance or professional commitments. I will seek support if necessary, including relevant professional guidance. This may require suspending or terminating my coaching relationship(s).
4.3 Remain alert to indications that there might be a shift in the value received from the coaching relationship and discuss this with the client. If appropriate, explore changes in the coaching relationship and/or the potential for a different coach, professional, or resource.
Section four is about the commitment to delivering consistent value. The first standard talks about ensuring that we actively manage any power or status difference. It’s important that we’re on a level playing field with our clients.
The second standard addresses our own limitations. We are to recognize and manage them and if that means we have to remove ourselves from a coaching session or engagement because of our own limitations, then we’ll do that in a way that best honors the client.
The third standard requires us to ensure that there is value in the coaching for the client.
Section 5: Professional Integrity and Accountability
As an ICF Professional, I:
5.1 Accurately identify my coaching qualifications and work within the boundaries of my level of coaching competency, expertise, experience, training, certifications, and my ICF credential.
5.2 Make verbal and written statements that are true and accurate about what I offer as an ICF professional, what is offered by ICF, the coaching profession, and the potential value of coaching.
5.3 Adhere to the philosophy of “doing good” versus “avoiding bad,” recognizing the impact of my professional conduct on my clients, stakeholders, the coaching profession, and society.
Section five is about professional integrity and accountability. The first of these standards requires us to accurately identify our coaching qualifications and work within the boundaries of our competency, our expertise, our experience, etc.
The next standard requires us to make verbal and written statements that are true and accurate about what we offer as a professional, what ICF offers, what coaching itself offers.
Standard 5.3 is my personal favorite standard. It says adhere to the philosophy of doing good versus avoiding bad, recognizing the impact of my professional conduct on my clients, stakeholders, the coaching profession, and society. How wonderful that it is in our code of ethics for us to be proactively committed to doing good!
