Imagine spending your life savings on a promise that never materialised. This was the harsh reality for an individual featured in a recent New York Times article. Seeking a career change, they invested thousands in a life coaching certification, drawn in by the promise of making their first $100,000. When this didn’t happen, they were told they needed more coaching and more programs. The dream turned into a nightmare as they found themselves trapped in a pyramid scheme, losing thousands of dollars in the process.

This story highlights a significant issue in the coaching industry: the lack of regulation. Unlike many professions, anyone can claim to be a coach without formal qualifications or ethical oversight. The rise of social media has exacerbated this problem, allowing individuals to create convincing online personas and sell unrealistic dreams. It also creates a bad name for the coaching profession and makes it challenging for clients to know who to trust.

The Ethical Dilemma in Coaching

Ethics in coaching is not just a buzzword; it’s a necessity. As someone deeply invested in ethical coaching practices, I often refer to the International Coaching Federation (ICF) code of ethics and AGCAS, an organisation with similar ethical standards and practices.

One of the core principles of the ICF code of ethics is the responsibility to clients, ensuring transparency from the very beginning. This includes being clear about what you offer, and the financial commitments involved. In the NYT example, the coach failed to uphold this basic ethical standard, leading to disastrous consequences for the client.

The Importance of Continuous Professional Development (CPD)

Another key aspect of ethical coaching is continuous professional development. Regardless of experience level, coaches must engage in ongoing learning to avoid bad habits and stay up to dae with best practices. For seasoned coaches, it helps prevent complacency, and for new coaches, it provides necessary support.

One method I find effective is engaging with a coaching supervisor and participating in peer observations. This not only fosters accountability but also enhances the quality of coaching. Personally, writing this blog is part of my CPD journey, allowing me to explore new techniques and revisit foundational principles.

Investing in Yourself

Recently, I’ve been reading “Think Big” by Dr. Grace Lordan, which emphasises the importance of dedicating 90 minutes per week to CPD, even during leisure time. Adopting this habit has boosted my professional ability and confidence. It’s a small investment of time that gains substantial rewards.

How to Be an Ethical Coach

Being an ethical coach goes beyond merely adhering to a set of guidelines; it involves a commitment to principles that ensure the well-being and success of your clients. Here are some key practices to uphold ethical standards in coaching:

1. Transparency and Honesty: Be clear about your qualifications, experience, and the realistic outcomes clients can expect from your services. Avoid making exaggerated claims or promises that cannot be delivered. This fosters trust and sets the foundation for a healthy coaching relationship.

1. Client-Centered Approach: Always prioritise the needs and goals of your clients. Tailor your coaching strategies to their unique circumstances and ensure that their best interests guide your decisions. This respect for the client’s autonomy and individuality is crucial for ethical practice. The New York Times story illustrates the consequences of a coach who focused more on enrolling the client in additional programs than on genuinely helping them achieve their career goals.

1. Confidentiality: Safeguard the privacy of your clients by keeping all information shared during sessions confidential. This ethical obligation builds trust and allows clients to feel safe in expressing their thoughts and challenges without fear of judgment or exposure.

1. Conflict of Interest: Avoid situations where personal interests might conflict with the best interests of your clients. If a potential conflict arises, disclose it immediately and discuss how to proceed in a way that maintains the integrity of the coaching relationship. The NYT example is a stark reminder of how conflicts of interest can manifest when a coach prioritises their own financial gain over the client’s needs, steering them towards unnecessary and costly programs .

1. Continuous Professional Development (CPD): Commit to ongoing learning and self-improvement. Engage in regular training, attend workshops, and participate in supervision or peer review sessions. This not only keeps your skills sharp but also helps you stay abreast of ethical guidelines and best practices in the field.

The Path Forward

The coaching industry must prioritise ethics and continuous learning to protect clients and maintain the integrity of the profession. As coaches, we have a duty to be transparent, honest, and committed to our own development. By adhering to these principles, we can avoid the pitfalls illustrated in the New York Times article and build a more trustworthy and effective coaching community.

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Further Reading:

• They Spent Their Life Savings on Life Coaching – The New York Times
• ICF Code of Ethics
• AGCAS Code of Ethics

Recommended Book:

• “Think Big” by Dr. Grace Lordan