Code of Conduct

What does it take to be a professional? This code is our public commitment to excellence — defining our behaviour and conduct in working relationships.

Version 0.14 • Updated 10th February 2026 • View changelog

Copywriters are expected to follow these 5 principles:

Professional integrity

Trust is what separates a professional from someone who can write. This principle covers how we earn trust, through honest representation of our skills, respect for our colleagues and community, and the judgement to know when a project needs more than we can offer.

We uphold the highest professional standards in all working relationships. This includes being polite and courteous, respecting boundaries, and making ethical decisions that support our clients’ best interests. This means acting with honesty, professional care, and regard for the client’s legitimate objectives, rather than simply doing everything a client requests.

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 support our professional community through activities such as mentoring, providing honest feedback, sharing knowledge, and advocating for fair practices. We also support diversity and inclusion initiatives and consider environmental impact in our recommendations and working practices.

We are honest about our experience and expertise, representing our services and skills fairly. We do not plagiarise material or present AI-generated content as our own.

Related guidance and resources
Representing experience honestly
Describing your role
Compliant
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.
Non-compliant
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
Compliant
A copywriter lists relevant training, certifications, and memberships accurately on their website, with dates and details that can be verified.
Non-compliant
A copywriter claims to have qualifications they don’t have, exaggerates their years of experience, or implies ongoing memberships that have lapsed.
Specialist expertise
Compliant
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.
Non-compliant
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.’
Plagiarism and originality
Adapting existing work
Compliant
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.
Non-compliant
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
Compliant
A copywriter uses the AIDA framework (Attention, Interest, Desire, Action) to structure an email sequence. This is an industry-standard approach, not plagiarism.
Non-compliant
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

Our clients rely on us to be straight with them about what’s achievable, what’s realistic, and how we’ll use the information they share. This principle covers how we build and protect that trust.

We have a duty to act in our clients’ and employers’ best interests 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 the confidentiality of 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.

Related guidance and resources
Acting in your employer’s best interests
Compliant
A copywriter’s product manager asks for landing page copy that exaggerates the product’s capabilities. The copywriter explains why the claims can’t be substantiated, proposes alternative messaging that’s both accurate and compelling, and documents the conversation.
Non-compliant
A copywriter knows the claims in a brief are misleading but writes the copy as requested without raising concerns, reasoning that it’s not their decision.
Compliant
An in-house copywriter is asked to write about a topic outside their expertise. They flag this to their manager, suggest involving a subject-matter expert, and offer to collaborate on the content rather than write it alone.
Appropriate expectation-setting
Compliant
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, because there are too many variables outside my control, I’m confident this approach gives you the best chance of success.’
Non-compliant
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
Compliant
A copywriter commits to delivering ‘strategically sound work that addresses your brief objectives’ — a promise about the quality and approach of their work.
Non-compliant
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.
Confidentiality
Portfolio and case studies
Compliant
A copywriter asks a client for permission to feature a project in their portfolio. They agree on what can be shown and what must remain confidential, and then share only approved materials.
Non-compliant
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
Compliant
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.
Non-compliant
A copywriter shares detailed information with other freelancers about a client’s upcoming product launch, marketing budget, or internal disagreements, thereby breaking the client’s trust.
Working with competitors
Compliant
A copywriter works with two clients in the same industry. They keep each client’s information completely separate and never use insights from one client to benefit another.
Non-compliant
A copywriter uses confidential information obtained from Client A (such as its pricing strategy or product roadmap) to help Client B gain a competitive advantage.

Ethics, transparency and professional boundaries

Every piece of copy reaches an audience. This principle covers our responsibility to make sure that what we write is honest, legal, and doesn’t cause harm, as well as how to respond when a brief crosses a line.

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 on public discourse, mental health, and societal well-being.

We do not propagate false claims on our clients’ or employers’ 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.

When assessing conduct under this provision, the Standards Committee will consider whether the products or services involved are legal and regulated, whether the copy itself was honest and compliant, and whether the copywriter exercised reasonable professional judgement.

Related guidance and resources
Raising concerns within your organisation
When you’re asked to write something you’re uncomfortable with
Compliant
A copywriter working in-house is asked to write social media posts that they believe are deliberately misleading about a product’s environmental credentials. They raise their concerns with their line manager, explain the regulatory risks, and suggest alternative approaches. They document the conversation.
Non-compliant
A copywriter has concerns about the honesty of a campaign but says nothing because they don’t want to be seen as difficult. They write the copy as briefed without raising the issue.
Compliant
An agency copywriter is asked to produce content for a client that they believe crosses an ethical line. They raise this with their creative director. The agency decides to proceed. The copywriter has met their professional obligation by raising the concern — the Code does not require them to resign over every disagreement, but it does require them to speak up.
Environmental claims
Compliant
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.
Non-compliant
A copywriter writes: ‘We’re committed to sustainability’ or ‘Eco-friendly choice’ without any specific, substantiated information to back up the claim.
Compliant
A client or stakeholder 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.
Non-compliant
A copywriter writes whatever environmental claims the client requests without questioning whether they’re accurate or substantiated, assuming it is ‘the client’s responsibility.’
Refusing work
Clear-cut refusals
Non-compliant (would breach the Code to accept)
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
Compliant (either choice)
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.
Compliant (either choice)
A copywriter is approached by a fast fashion brand. They weigh the environmental and ethical concerns against the business’s legitimacy and make a personal decision. The Code doesn’t mandate refusal, but supports copywriters who choose to decline.

The Code doesn’t specify which industries or products to avoid; it relies on professional judgement. It requires copywriters to think carefully about the impact of their work and not create content that is illegal, deliberately deceptive, or that causes serious harm.

AI and technology

AI is changing how we work, but it doesn’t change who’s accountable. This principle covers how we use AI tools honestly and responsibly, and why the work we deliver must always reflect genuine professional input.

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.

Related guidance and resources
Accountability and human oversight
Substantive human review
Compliant
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.
Non-compliant
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.
Transparency and disclosure
When disclosure isn’t required
Compliant
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
Non-compliant
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.
Compliant
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.
Non-compliant
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.
Misrepresentation
Portfolio and credentials
Compliant
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.
Non-compliant
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.

Realistic commitments

Good work takes time, planning and fair resourcing. This principle covers our commitment to honest expectations, and our responsibility to push back when deadlines, budgets or processes set us up to fail.

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.

What constitutes an unrealistic commitment depends on the specific circumstances. The principle requires honest communication with clients about what’s achievable.

*For employed copywriters, this principle means advocating for the time, resources and process that good work requires, even when organisational pressures push toward shortcuts. This includes making the case for proper briefing, realistic timelines, appropriate review processes, and treating content as a professional discipline rather than an afterthought. We understand that employed copywriters can’t always control these decisions, but we expect them to advocate for professional standards within their sphere of influence.

Related guidance and resources
Advocating for quality within your organisation
Pushing back on unrealistic expectations
Compliant
An in-house copywriter is told that a full website rewrite needs to be completed in three days. They explain to their project lead what can realistically be delivered in that timeframe, propose a phased approach, and document the agreed plan.
Non-compliant
A copywriter accepts an impossible deadline without comment, knowing the work will be rushed and substandard, because they don’t want to push back.
Advocating for proper process
Compliant
A copywriter notices that copy is routinely being published without review, or changed after sign-off without their knowledge. They raise this with their team lead and propose a lightweight review process that works within the team’s constraints.
Managing expectations
Compliant
A client or manager 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.
Non-compliant
A copywriter accepts a deadline they know is impossible, planning to either deliver substandard work or miss the deadline and apologise later.
Advocating for process
Compliant
When asked to ‘just write something quickly,’ a copywriter explains the value of research and strategic thinking: ‘To write copy that actually converts, I’ll need to understand your audience and what motivates them. That takes a bit more time, but it’s what makes the difference between copy that sounds nice and copy that works.’
Non-compliant
A copywriter reinforces the misconception that copywriting is ‘just writing’ by accepting rushed briefs without explaining what good process looks like.

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