Character
Code of Conduct
The Code of Conduct defines the character of a professional copywriter. It guides how we show up in our relationships with clients, colleagues, and our wider industry.
About this code
Conduct or Practice? While our Code of Practice covers the practical 'how' of delivering excellent work, this document addresses the 'why' — the values and ethics that inform our professional decisions.
Principles, not rules: This code sets out principles, not an exhaustive list of rules. It should be interpreted according to its spirit and purpose, not narrowly or technically.
Different contexts: This code recognises that copywriters in different settings will have differing degrees of control. For example, copywriters working within agencies may not control schedules, deliverables, or deadlines.
The 6 Principles
All copywritersCopywriters who subscribe to the Code are expected to follow these 6 principles.
Professional integrity
Uphold the highest professional standards in all working relationships.
We uphold the highest professional standards in all working relationships. This includes being polite and respectful, respecting boundaries, and making ethical decisions that support our clients' best interests.
We recognise the limits of our professional expertise and understand when to seek support. We refer clients to specialists when projects exceed our competence, and we acknowledge when we don't know something.
We are honest about our experience and expertise, representing our services and skills fairly. We do not plagiarise material or deliver AI-generated content as our own work.
Describing your role
A copywriter's portfolio says they 'contributed to' a major campaign, accurately reflecting that they wrote some elements while others handled strategy and creative direction.
A copywriter claims they 'led' or 'created' an award-winning campaign when they actually wrote a small portion of the copy under close supervision.
Credentials and qualifications
A copywriter lists relevant training, certifications, and memberships accurately on their website, with dates and details that can be verified.
A copywriter claims to have qualifications they don't have, exaggerates their years of experience, or implies ongoing memberships that have lapsed.
Specialist expertise
A copywriter has written for several healthcare clients and describes themselves as 'experienced in healthcare copywriting.' When a complex medical project arises that's beyond their expertise, they're honest about their limitations.
A copywriter has written one blog post for a medical device company and now markets themselves as a 'specialist medical copywriter' or 'healthcare content expert.'
Adapting existing work
A copywriter studies a competitor's successful landing page structure for inspiration, then creates original content with a different approach, arguments, and phrasing tailored to their client's proposition.
A copywriter copies a competitor's landing page, changes the company name and a few words, and delivers it as original work.
Using common frameworks
A copywriter uses the AIDA framework (Attention, Interest, Desire, Action) to structure an email sequence. This is an industry-standard approach, not plagiarism.
A copywriter finds a specific email sequence online, copies its structure, hooks, and calls to action almost verbatim, changing only the product details.
Client and employer relationships
Act in the best interests of clients at all times.
We have a duty to act in the best interests of our clients at all times.
We communicate honestly about what's achievable within given budgets and timelines. We don't promise miraculous results or guarantee specific business outcomes beyond our control, but we do commit to delivering strategically sound work based on agreed objectives.
We maintain confidentiality regarding client information, strategies and proprietary data. We don't use confidential client information for our benefit or share it inappropriately with other clients or third parties.
Appropriate expectation-setting
A copywriter tells a client: 'I'll write conversion-focused landing page copy based on best practices and your customer research. While I can't guarantee specific conversion rates — there are too many variables outside my control — I'm confident this approach gives you the best chance of success.'
A copywriter tells a client: 'This landing page will double your conversions' or 'I guarantee this email sequence will generate £50,000 in sales.'
Strategic commitments vs outcome guarantees
A copywriter commits to delivering 'strategically sound work that addresses your brief objectives' — a promise about the quality and approach of their work.
A copywriter guarantees 'your website will rank on page one of Google' or 'this copy will go viral' — outcomes that depend on factors beyond the copy itself.
Portfolio and case studies
A copywriter asks a client for permission to feature a project in their portfolio. They agree what can be shown and what must remain confidential, then only share approved materials.
A copywriter screenshots a client's internal strategy document and includes it in a case study without permission, revealing sensitive business information.
Networking and professional discussions
At an industry event, a copywriter discusses general challenges they've encountered (like 'working with complex approval processes') without identifying specific clients or sharing proprietary information.
A copywriter tells other freelancers detailed information about a client's upcoming product launch, marketing budget, or internal disagreements, breaking the client's trust.
Working with competitors
A copywriter works with two clients in the same industry. They keep each client's information completely separate and never use insights from one to benefit the other.
A copywriter uses confidential knowledge gained from Client A (such as their pricing strategy or product roadmap) to help Client B gain a competitive advantage.
Ethics, transparency and professional boundaries
Ensure work is ethically and legally sound.
We take care to ensure that our work is ethically and legally sound and does not contravene any relevant regulations.
We consider the impact of our work in terms of public discourse, mental health and societal wellbeing.
We do not propagate false claims on our clients' behalf, or engage in deceptive practices. We ensure environmental claims are substantiated, specific and reflect genuine results.
We disclose if content is sponsored, promotional or shared as part of an agreement.
We refuse work that is illegal, deliberately deceptive, promotes hatred or violence, could endanger public health or safety, sexualises children, or promotes products or services that cause serious harm.
Specific vs vague claims
A copywriter writes: 'This product is made from 80% recycled materials, certified by [specific certification body].' The claim is specific, verifiable, and backed by evidence.
A copywriter writes: 'We're committed to sustainability' or 'Eco-friendly choice' without any specific, substantiated information to back up the claim.
Questioning unsubstantiated briefs
A client asks for copy claiming their product is 'carbon neutral.' The copywriter asks for the evidence supporting this claim before writing, and either adjusts the messaging to match what can be substantiated or declines if the client insists on unverifiable claims.
A copywriter writes whatever environmental claims the client requests without questioning whether they're accurate or substantiated, assuming it's 'the client's responsibility.'
Clear-cut refusals
A copywriter is asked to write content that promotes a pyramid scheme, creates fake reviews, targets children with gambling content, or spreads health misinformation during a public health crisis.
Borderline judgement calls
A copywriter is offered work for a betting company. They consider whether they're comfortable with the sector, check that the work complies with gambling advertising regulations, and make an informed decision either way. Reasonable professionals may differ on such choices.
A copywriter is approached by a fast fashion brand. They weigh up the environmental and ethical concerns against the legitimate nature of the business, and make a personal decision. The Code doesn't mandate refusal, but supports copywriters who choose to decline.
The Code doesn't prescribe exactly which industries or products to avoid — it trusts professional judgement. What it requires is that copywriters think carefully about the impact of their work and don't create content that is illegal, deliberately deceptive, or causes serious harm.
AI and technology
Use AI tools transparently and responsibly.
If we use AI tools, we do so transparently and responsibly as part of our professional toolkit, maintaining human oversight and strategic thinking throughout the creative process.
We remain accountable for all work delivered under our name, regardless of which tools were used to produce it. We do not misrepresent material that is entirely AI-generated as our own creation.
We stay broadly informed about AI capabilities and limitations, using these tools to enhance rather than replace professional judgement, audience understanding and strategic thinking.
We credit collaborative contributions appropriately, whether from AI, other creatives, subject matter experts or client input.
Substantive human review
A copywriter uses ChatGPT to generate a first draft, then substantially rewrites it — restructuring arguments, adding client-specific insights, verifying claims, and adjusting tone to match the brand voice. The final piece reflects their professional judgement and expertise.
A copywriter generates copy using AI, makes minor edits to fix obvious errors, and delivers it as finished work. The structure, arguments, and phrasing remain essentially unchanged from the AI output.
When disclosure isn't required
A copywriter uses AI to help brainstorm headlines and research background information. They don't mention this to the client because their professional input shaped the final deliverables. When a different client asks directly about AI use, they answer honestly.
When disclosure is required
A copywriter generates an entire blog post series using AI with only light editing. When the client asks if they use AI tools, they say no, or deflect the question.
A copywriter's contract specifies that AI tools may be used as part of their process. They proactively tell a new client that AI assisted with first drafts for a large-volume project, explaining their review and refinement process.
A copywriter knows their client has concerns about AI-generated content. They use AI extensively anyway without mentioning it, reasoning that what the client doesn't know won't hurt them.
Portfolio and credentials
A copywriter includes AI-assisted work in their portfolio, noting that they use AI tools as part of their process where relevant. They can speak confidently about the strategic decisions behind the work.
A copywriter builds a portfolio entirely of AI-generated samples, presenting them as examples of their writing ability. When asked about their creative process, they describe work they didn't actually do.
See also
Using AI tools (Code of Practice)Industry responsibility
Recognise our responsibility to our professional community.
We recognise our responsibility to our professional community.
We strive to elevate professional standards by supporting emerging practitioners through mentoring, honest feedback and knowledge sharing.
We contribute to a more sustainable industry by advocating for fair practices, supporting diversity and inclusion initiatives, and considering environmental impact in our recommendations and working practices.
Realistic commitments
Advocate for the time and budget required for professional work.
We advocate for fair pricing and project schedules that reflect the strategic value of our work, not just the time spent writing.
We don't accept unachievable deadlines that would compromise the quality of our work or our wellbeing.
We help clients and stakeholders understand the research, planning and revision stages that create effective copy, advocating for the time and budget needed to do good work.
We recognise that professional copywriting has value, and we don't undermine the profession by encouraging unrealistic expectations about what can be delivered, how quickly, or at what cost.
Pricing fairly
A copywriter charges £2,000 for a landing page that required strategic thinking, customer research analysis, and multiple rounds of refinement — pricing that reflects the value and complexity of the work.
A copywriter quotes wildly inflated prices to inexperienced clients who don't know market rates, exploiting their lack of knowledge rather than pricing fairly for the value delivered.
A copywriter offers a lower rate for a charity whose work they believe in, choosing to provide value at an accessible price.
Managing expectations
A client requests a full website rewrite by tomorrow. The copywriter explains this isn't achievable without compromising quality, and proposes a realistic timeline or a reduced scope that's genuinely deliverable.
A copywriter accepts a deadline they know is impossible, planning to either deliver substandard work or miss the deadline and apologise later.