The Copywriter Code

Code of Practice

Professional standards for copywriters covering conduct, project management, ethics, compliance, and business operations.

Understanding this code

This Code of Practice defines how copywriters should practice their profession. This covers all aspects of professional practice, including contracts, AI usage, ethics and compliance.

The code's purpose is to raise standards regardless of niche, channel or employment model.

Copywriters are commercial writers who use creative and linguistic skills to achieve organisational goals — marketing, selling, communicating, fundraising.

Job titles covered: Copywriter, Brand Writer, UX Writer, Content Designer, Content Strategist, Content Marketer, Email Writer, and similar roles.

Employed vs independent: This code covers both. Employed copywriters aren't expected to follow stipulations about contracts, pricing, or self-promotion.

Not all stipulations apply to all copywriters in all settings:

'Must' — A requirement under this code.

'Should' — Good practice in most situations, but non-mandatory.

'May' — An option to consider, depending on circumstances.

The Code

Click any section to explore its requirements and guidance.

Professional conduct

Copywriters are expected to uphold the highest professional standards in all working relationships. This includes being polite and respectful, respecting boundaries, and making ethical decisions that support clients' best interests.

Competence

Copywriters demonstrate competence through measurable experience, continued learning and ethical practice. We define competence as having completed substantial paid work for multiple clients over at least two years, or equivalent experience gained through formal training programmes, internships or mentored practice.

Copywriters recognise the limits of their professional expertise and understand when to draw on support.

Suitability for roles/projects

Copywriters should refer clients to specialists, or seek guidance, when projects require specialist knowledge or skills.

Continuing professional development (CPD)

Copywriters commit to ongoing professional development through structured learning, peer review and keeping up to date with legal, ethical and technological developments affecting our work.

This includes awareness of evolving advertising standards, data protection laws, accessibility requirements and emerging AI applications.

Crediting collaborators

Copywriters must always fairly credit collaborators to content, and acknowledge the input of contributors. This includes digital collaborators and AI tools.

Project scope

Copywriters* must define and agree the project scope precisely before commencing work, including:

Objectives, goals and metrics for measuring success
Quantified definition of expected outputs (pages, adverts, word count)
Deliverable specifications including format, platform and channel
Dependencies (access to resources, stakeholders, research)
Content approval and sign-off requirements
Feedback and revision limits
Timelines, milestones and deadlines
Fees and/or pricing model
Charging structure for additional work

* Employed copywriters are not expected to adhere to practices determined by their employer.

Communication and collaboration

Copywriters must manage client expectations and communicate openly about project progress. Unrealistic deadlines should be highlighted before work begins.

Copywriters must work to the agreed brief, ensuring any changes are documented and agreed by appropriate stakeholders.

Copywriters should regularly re-read the brief during the project to ensure work continues as intended.

Delivery

Copywriters must deliver copy, content and concepts in agreed formats, using agreed channels.

Copywriters must adhere to agreed approval processes and send materials to appropriate stakeholders at the appropriate time.

Any issues preventing expected delivery must be reported immediately.

Concluding projects

Copywriters should use the conclusion of a project to reflect on performance, plans and outcomes.

Copywriters should seek feedback from clients and stakeholders when appropriate.

Obligation to our profession

Copywriters recognise their responsibility to their professional community:

Do not undercut or undermine fellow professionals through exploitative pricing or behaviour
Do not plagiarise material or deliver AI-generated content as their own work
Mentor, support and share knowledge with others to raise quality
Turn down work that promotes harmful stereotypes, misinformation or discrimination
Support diversity, inclusion and sustainability in how we work, hire and recommend

Obligation to our clients

Copywriters have a duty to act in the best interests of their clients at all times.

Copywriters should advise clients to make effective use of their resources and take action aligned with their goals.

Copywriters must be honest when they don't know the answer or when a task exceeds their expertise.

Legal obligations

Copywriters must ensure their work is ethically and legally sound, not in contravention of any relevant regulations.

Copywriters should consider the impact of their work on public discourse, mental health and societal wellbeing.

Ultimate responsibility for publication remains with the commissioning organisation.

Copyright

Copywriters must ensure all content is original, accurate and free of plagiarised or copyright-protected material.

Copywriters typically operate on a work-for-hire basis — copyright transfers to the commissioning party upon payment. Alternative arrangements should be specified in contracts.

Transparency

Copywriters should not propagate false claims or engage in deceptive practices.

Copywriters should disclose if content is sponsored, promotional or shared as part of an agreement.

AI tools must be used with care and caution, with full awareness of the potential risks involved.

Copywriters who use AI must do so transparently and responsibly as part of their professional toolkit, maintaining human oversight and strategic thinking throughout the creative process.

Copywriters must not misrepresent material that is entirely AI-generated as their own creation.

Copywriters must remain informed about AI capabilities and limitations, using these tools to enhance rather than replace professional judgement, audience insights and strategic thinking.

Copywriters do not need to disclose AI use for background tasks such as research, comparing ideas, or editing and proofreading support.

Copywriters have an obligation to understand the regulations that apply to their work. This includes making sure that copy is legal, decent, honest, truthful and free from plagiarism.

Key regulations

Consumer Protection from Unfair Trading Regulations

Makes it illegal to include misleading actions, omissions or aggressive practices in commercial communications. Copywriters must not mislead or omit key information in a way that could distort the average consumer's decision-making.

Competition and Markets Authority (CMA) guidance

CMA rules require that advertising is truthful, accurate, clear and not misleading. Specific stipulations cover green claims, comparative marketing, digital markets and influencer marketing.

Direct marketing rules (PECR & UK GDPR)

Direct marketing is governed by PECR and UK GDPR, focusing on transparency, consent and opt-out rights. Covers cookies and electronic communications including SMS, telemarketing, email and fax.

Direct marketing guidance | ICO

Broadcast Code (BCAP)

The BCAP Code covers television, radio and on-demand video content.

Broadcast Code | ASA

Non-broadcast Code (CAP Code)

Governs advertising, sales promotions, environmental claims, influencer marketing and direct marketing. All marketing communications are subject to the ASA's requirements for legality, decency, honesty and truthfulness.

Non-broadcast Code | ASA

UK GDPR

The UK's version of the EU GDPR, focusing on protecting personal data and limiting how organisations collect, handle and use personal information.

UK GDPR | ICO

Copyright, Designs and Patents Act 1988

Original creative work is automatically given copyright protection. Under work-for-hire agreements, copyright transfers to the commissioning party once paid.

Regulated industries

Copywriters must understand the requirements of regulated industries before commencing work:

Alcohol

The ASA has specific rules on how alcohol is portrayed in advertising.

Alcohol marketing guidance | ASA

Children's products

ASA guidance protects children and parents from adverts that encourage unhealthy behaviours or use exploitative messaging.

Children's product marketing guidance | ASA

Financial services

FCA guidelines require promotions to be clear, fair and not misleading.

Financial promotions and adverts | FCA

Food and drink

Marketing of food and drink is governed by the ASA, with additional rules for products high in fat, salt or sugar (HFSS).

Food, drink and supplements guidance | ASA

Healthcare and pharmaceuticals

MHRA governs communications and marketing for healthcare and pharmaceutical products.

Advertising medicines | MHRA

Gambling

The Gambling Commission requires all marketing to be socially responsible and compliant with CAP and BCAP Codes.

Fundraising

The Fundraising Regulator publishes guidance on how organisations can seek contributions.

Code of Fundraising Practice

Legal services

Marketing of legal services is covered by the Solicitors Regulation Authority (SRA) and the ASA.

Marketing legal services | SRA

Political campaigns

Electoral law is governed by the Electoral Commission, Ofcom and the ICO.

Campaign publicity guidance

PR

Public relations is governed by marketing and advertising rules, plus professional codes.

Code of Conduct | CIPR

Tobacco and nicotine products

The Tobacco Advertising and Promotion Act 2002 prohibits most forms of advertising for cigarettes, vapes and associated products.

As trusted advisors with access to sensitive information, copywriters must take steps to protect clients and partners.

Data protection

Copywriters must comply with all relevant data protection laws (UK GDPR, PECR, Data Protection Act 2018), including:

Collecting, storing, processing and sharing personal data lawfully, only when necessary
Ensuring data is kept securely and protected from unauthorised access
Using only secure services and devices for customer/client information
Respecting individual rights (access, update, delete personal information)
Deleting or returning all personal data when no longer needed

Confidentiality

Copywriters must protect clients' confidential information and trade secrets.

Copywriters must not:

Disclose proprietary information, strategies, pricing models, campaigns or customer insights without written permission
Use confidential information for personal gain or for other clients
Break the terms of a non-disclosure agreement (NDA)

Privacy

Copywriters must respect individual and corporate privacy, particularly when using material from interviews, testimonials, case studies, or customer data.

Obtain informed consent before including personally identifiable information
Avoid using real names or sensitive information without written permission
Remain alert to reputational risk

This section applies to freelancers, contractors, agencies and sole traders. Employed copywriters do not need to follow these provisions.

Contracts

Contracts between copywriters and clients should include:

Parties to the contract
Description of services, deliverables and delivery method
Fees, charges, expenses and scope expansion options
Payment terms
Subcontracting arrangements
Timelines and deadlines
Sign-off process
Duties and obligations
Confidentiality requirements
Liability and legal compliance responsibility
Intellectual property ownership
Termination clause
Dispute resolution
Governing jurisdiction
Force majeure scenarios

Insurance

Independent copywriters must ensure they are adequately insured.

Highly recommended:

Professional indemnity insurance
Public liability insurance

Also consider:

Cyber liability insurance
Business equipment insurance

Self-promotion

Experience and expertise: Copywriters must be honest about their experience, displaying credentials and evidence wherever possible.

Honest representation: Copywriters must represent their services and skills honestly and fairly.

Testimonials: Client and employer testimonials must be genuine and approved for use by the author.

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