Ethics in Coaching: Key Principles, Red Flags, And Why It Matters

In a world where terms like "personal growth," "self-development," and "goal setting" are not only common in viral Instagram reels but also spark academic discussions, choosing the right coach becomes a significant step. But how can you ensure that the professional you’re considering adheres to ethical standards? And what red flags might indicate that this is not the right person for you?

About Me

I am a certified coach, a member of the British Academy of Coaching, and a practicing psychologist and gestalt therapist with experience working in England. Additionally, I am a co-founder of a wellness app that integrates coaching tools and psychology into a holistic approach.

In my work, I am under constant supervision — a process where a coach discusses their practice with a more experienced colleague to ensure the highest quality and ethical standards in client work. While I sometimes integrate therapy elements into coaching, I always make it clear to the client what role I am currently in. This transparency is crucial, as blending approaches without clarity can be unethical.

What Is Ethics in Coaching?

Ethics in coaching is a set of norms and guidelines aimed at building trust and professionalism in the relationship between coach and client. As a member of the British Academy of Coaching, I am committed to adhering to strict standards that safeguard your interests. This institution places a strong emphasis on ethical conduct, ensuring your goals and personal experiences remain confidential.

Core Ethical Principles

01. Confidentiality. Everything discussed with your coach stays between you. For example, even if your employer pays for your coaching sessions, the coach is not allowed to share the details of your conversations. This guarantees your privacy and ensures that your fears, doubts, and plans remain safe.

02. Respect and Non-judgment. A coach should not pressure or judge you. Their role is to create a supportive environment where you can freely discuss your goals and challenges. One of my clients once shared that her previous coach judged her career decisions, making her feel unsupported. With me, she found the encouragement she needed to achieve her goals.

03. Competence. Coaches must stay within their professional boundaries. If a client’s issue is better suited for therapy, an ethical coach will recommend seeing a psychologist. For instance, if a client brings a traumatic experience that blocks their progress, I refer them to colleagues who specialise in such matters. This ensures the client receives appropriate support, even if they don’t return to me later - my goal is not to retain a client by all means.

Red Flags When Choosing a Coach

Lack of Clarity in Methods. If a coach avoids explaining how they can help, this is a warning sign. For instance, one client encountered a coach who promised "quick results" without detailing the process.

Imposing Solutions. Coaches should never force their opinions on you. If a coach says, "You must do it this way," they are violating coaching principles.

Breaches of Confidentiality. If you discover that your conversations were shared with third parties, this is a serious ethical violation.

Coaching vs. Psychology: What’s the Difference?

Coaching focuses on the future: setting goals and finding solutions. For example, a coach helps you navigate a career change or improve communication skills. Psychology, on the other hand, often addresses the past: trauma, deep-seated beliefs, and emotional experiences. For instance, a psychologist would explore the root of your fear of public speaking, while a coach would develop actionable steps to help you deliver your next presentation with confidence.

Why Choosing a Professional Coach Matters

Coaching is more than just a conversation; it’s your path to transformation. I strive to create a safe space where clients feel comfortable sharing their thoughts and ambitions. One client from a large corporation admitted he was reluctant to share his true goals because his previous coach had disclosed their conversations to his employer. In our work, we established clear confidentiality boundaries, allowing him to open up and finally pursue his aspirations.

In coaching, it’s not only about achieving your goals but also about feeling supported and cared for along the way. You deserve to work with a professional who shares your values and adheres to the highest ethical standards.