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Codes of Ethics

We at Bruce Coaching agree to follow the Code of Professional Conduct (The Code).
The Code
All staff and consultants agree to follow the code of Ethics as laid out by The Coaching Academy:

  • 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.

  • 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.

  • Only barter for services, goods or other non-monetary remuneration when it will not impair the coaching relationship.

  • Not knowingly take any personal, professional or monetary advantage or benefit of the coach-client relationship, except by a form of compensation as agreed in the agreement or contract.

  • Keep appropriate and accurate records of your work with clients and ensure they will remain confidential, are stored securely and comply with GDPR requirements.

  • Maintain professional boundaries with all of my current clients and/or sponsors.

  • Not charge my client professional fees without relevant and appropriate professional accreditation and professional indemnity insurance.

  • Have professional indemnity insurance adequate to cover your coaching and/or coaching supervision practice.

  • 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.

  • Monitor the quality of your work through feedback from clients and other appropriate professionals.

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

  • Have qualifications, skills and experience appropriate to the needs of your client. If not refer your client to those who do, such as more experienced coaches, coaching supervisors, counsellors, mentors, or other specialist services.

  • 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.

  • Avoid all conflicts of interest and give notice of such potential conflicts.

  • 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.

  • Be fit and healthy enough to practice. If not, you should stop until you are and, if necessary, your clients should be offered alternative support.

  • 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.

  • Continually develop professionally in both the theory and practice of coaching.

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

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

  • Respect the client’s right to terminate the coaching relationship at any point during the process, subject to the provisions of the agreement or contract. I will be alert to indications that the client is no longer benefiting from our coaching relationship.

  • 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.

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

  • Make a copy of this Code freely available to clients if they request it.


Your Data Protection Rights Under General Data Protection Regulation (GDPR)

If you are a resident of the European Economic Area (EEA), you have certain data protection rights. Bruce Coaching aims to take reasonable steps to allow you to correct, amend, delete, or limit the use of your Personal Data.

If you wish to be informed what Personal Data we hold about you and if you want it to be removed from our systems, please contact us.

In certain circumstances, you have the following data protection rights:

  • The right to access, update or to delete the information we have on you. Whenever made possible, you can access, update or request deletion of your Personal Data directly within your account settings section. If you are unable to perform these actions yourself, please contact us to assist you.

  • The right of rectification. You have the right to have your information rectified if that information is inaccurate or incomplete.

  • The right to object. You have the right to object to our processing of your Personal Data.

  • The right of restriction. You have the right to request that we restrict the processing of your personal information.

  • The right to data portability. You have the right to be provided with a copy of the information we have on you in a structured, machine-readable and commonly used format.

  • The right to withdraw consent. You also have the right to withdraw your consent at any time where Bruce Coaching relied on your consent to process your personal information.

  • Bruce Coaching will only hold information that is deemed the minimum required to offer our services to you. 

  • Our DISC profile Service is provided by a 3rd party People Keys and Bruce Coaching contracts with them to provide the DISC profile Service.

  • Bruce Coaching are registerd with the Information Commissioners Office. ICO


Please note that we may ask you to verify your identity before responding to such requests.

You have the right to complain to a Data Protection Authority about our collection and use of your Personal Data. For more information, please contact your local data protection authority in the European Economic Area (EEA).

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