1. Scope and purpose. This Code sets the professional standards expected of members in their coaching practice and in their dealings with clients, the public and WhatLifecoach. It exists to protect the public and the credibility of every member. It does not replace any obligation a member has under law, under their professional body's ethical framework, or under any other body's rules; where a member's professional body sets a stricter standard, that standard applies.
2. Honesty about qualifications. Members must describe their training, qualifications, professional body memberships and experience accurately at all times, on this site and everywhere else. Members must not claim qualifications, memberships, approaches or specialisms they do not hold, must never use a legally protected title (such as "practitioner psychologist" or "clinical psychologist") without the registration it requires, and must keep their profile factually current.
3. Insurance. Members must hold current professional insurance appropriate to their coaching practice at all times while listed, and must supply an updated insurance document when the one on file expires. Practising without insurance while listed is treated as a serious breach.
4. Working within competence. Members must practise only within the scope of their training and experience. Coaching is not therapy or healthcare: where a client's needs would be better met by counselling, therapy or medical care, the member must say so and suggest the client speaks to their GP or a suitably qualified professional.
5. Client safety and risk. Members must respond appropriately when a client may be at risk of harm to themselves or others, in line with their training and any professional body guidance, including signposting urgent support (999 in an emergency; the Samaritans on 116 123) and following safeguarding obligations where they apply. Members must never advise a client to stop, delay or decline medical treatment, medication or appointments.
6. Supervision. Members are expected to maintain regular coaching supervision or mentoring appropriate to their practice, in line with the norms of the main coaching bodies, and to answer honestly if a client asks whether they are supervised.
7. Truthful advertising. Members' advertising, including their profile here, website and social media, must comply with the UK advertising codes (the CAP Code, including its rules on health claims). Members must not make claims they cannot substantiate, promise results, jobs or incomes, claim that coaching treats any health or mental health condition, or advertise services outside their competence and insured scope. Client testimonials must comply with every professional-body code that applies to the member. Publication here requires a separate review of those rules.
8. Accurate use of credentials. Members may describe themselves as a "Listed member of WhatLifecoach" and use the member badge in accordance with the Badge Terms of Use. Members must not describe WhatLifecoach as a regulator or an official register, or their listing as an endorsement of coaching skill, and must stop using all membership credentials if their membership lapses or is removed.
9. The coaching agreement. Members must be clear with clients, before work begins, about what the coaching involves: fees, session length, cancellation terms, confidentiality and its limits, and how the work can be ended. Members must respect a client's right to pause or end coaching at any time.
10. Confidentiality and data protection. Members must keep client information confidential, share it only with the client's consent or where the law or safeguarding obligations require, and comply with UK data protection law in how they collect, store and use client records. Members must never confirm publicly that any individual is or was a client.
11. Professional boundaries. Members must maintain appropriate professional boundaries with clients at all times, must not exploit the client relationship financially, emotionally or sexually, and must treat every client with dignity and respect regardless of background or characteristics.
12. A safe, confidential setting. Members must provide a setting appropriate to confidential work, whether in a coaching room or online, including reasonable steps to keep online sessions private and secure.
13. Records. Members should keep appropriate, accurate and secure records, sufficient to support safe ongoing work and consistent with their professional body's guidance.
14. Fees and clarity. Members must be clear with clients about fees, cancellation terms and what a session includes, before any charge is made, and are encouraged to keep the fee shown on their profile current.
15. Keeping skills current. Members are expected to maintain their continuing professional development in line with their training and any professional body requirements.
16. Notifiable events. Members must inform us promptly if: their insurance lapses or is refused; they are convicted of a relevant criminal offence; they are subject to a disciplinary finding by a professional body; their coaching credential lapses or their professional body membership ends while shown on their profile; or anything else occurs that materially affects their fitness to be listed.
17. Cooperation with complaints. Members must engage constructively and honestly with the Complaints Procedure, respond to enquiries within stated timescales, and comply with its outcomes.
18. Conduct towards others. Members must not harass, discriminate against or denigrate clients, colleagues or other practitioners. Fair competition and professional courtesy are expected.
19. Bringing the directory into disrepute. Conduct that seriously undermines public confidence in the member or in WhatLifecoach, whether or not covered by a specific clause above, may be treated as a breach of this Code.