ABSTRACT
Coaches must consider the potential impact of their choices and actions on clients, colleagues and the profession, as well as compliance with codes of conduct and relevant laws. In creating promotional materials and activities, ethical coaches consider the expectations they are creating with words and images. Further, the coach's focus on his presented self fails to meet the ethical principles of respect for the client's autonomy and dignity, as well as demonstrating the coach's lack of integrity and respect for the work of others. Language such as “step into a more dynamic and powerful self” and “create incredible breakthroughs” is emotionally manipulative and implies coaching outcomes that are non-specific, not measurable. Such promises imply the coach can produce ‘magic’ and omit reference to addressing the client's specific needs and the client's role in the coaching partnership.
