Introduction

Pursue What Matter’s Coaching follows the Board Certified Coach (BCC) Code of Ethics.

The BCC, a certification developed by the Center for
Credentialing & Education (CCE), identifies qualified individuals who have satisfied the
established knowledge standards in coaching. Coaching is a career in which
professionals have specialized education, training and experience to assess needs of
clients, collaborate with clients on solutions, and offer strategies that assist individuals
and organizations in reaching identified goals.

Regardless of any other affiliations or credentials, this BCC Code of Ethics (Code)
applies to each individual certified by CCE as a BCC (certificant), and each individual
seeking BCC certification (applicant). The Code is designed to provide appropriate
practice guidelines and enforceable standards of conduct for all certificants and
applicants. The Code also serves as a resource for those served by BCC certificants and
applicants (individuals and organizations), with respect to such standards and
requirements. For the purposes of this policy, “client” refers to the person who receives
direct services from the coach. “Sponsor” refers to the individual(s) or employer(s) who
hire a coach to provide services to employees or other individuals.

BCC certificants and applicants have the obligation to maintain high standards of
integrity and conduct; act in a manner that protects the welfare and interests of clients;
accept responsibility for their actions; act consistent with accepted ethical and legal
standards; continually seek to enhance their occupational capabilities; and practice with
fairness and honesty.

Section A: Compliance With Legal Requirements and Conduct Standards

BCC certificants and applicants shall:
1. Comply with all applicable laws and governmental regulations relating to
occupational activities.
BCC Code of Ethics: Approved September 17, 2010 Page 2 of 4
2. Refrain from conduct or behavior that is contrary to legal or regulatory
requirements.
3. Refrain from behavior involving dishonesty or fraud.
4. Refrain from unlawful discrimination in occupational activities.
5. Avoid condoning or engaging in harassment, including deliberate or repeated
unwelcomed comments, gestures or physical contact.
6. Maintain accurate records related to the coaching relationship for a period of five (5)
years. Records must include current data identifying the client and sponsor; fees
schedule and payment documentation; coaching service agreement; purpose and
goals of services; progress notes; referrals made; and date of coaching relationship
termination. At the conclusion of the five year record maintenance period,
certificants and applicants may dispose of coaching records in a manner that
protects client privacy.
7. Disclose to appropriate governmental agencies and sponsors when a client appears
to be a danger to or is otherwise unable to act safely concerning self or others. Such
disclosures shall be consistent with the coaching service agreement as well as legal
and occupational requirements.

Section B: Compliance With CCE Organizational Policies and Rules

BCC certificants and applicants shall:
1. Comply with all applicable CCE policies and procedures, including the BCC Code of
Ethics and CCE Ethics Case Procedures, as amended or revised.
2. Provide accurate information to CCE.
3. Maintain the security of confidential CCE information and materials, including
examination materials.
4. Cooperate with CCE concerning ethics matters, including the collection of
information.
5. Inform and support others, such as employers, sponsors or coaches, regarding the
responsibilities established by this Code.
6. Report an apparent violation of the BCC Code of Ethics by a certificant or an
applicant upon a factual basis.
BCC Code of Ethics: Approved September 17, 2010 Page 3 of 4

Section C: Performance of Services and Other Occupational Activities

BCC certificants and applicants shall:
1. Conduct all occupational activities in a responsible manner.
2. Recognize the limitations of coaching practice and qualifications, and provide
services only when qualified. Certificants and applicants are responsible for
determining the limits of their competency based on education, knowledge, skills,
experience, credentials and other relevant considerations.
3. Protect the privacy of information obtained in the course of providing services,
including electronic files and communications. Certificants and applicants shall not
disclose this information unless authorized to do so by applicable legal requirements,
client authorization or the written coaching agreement. The limits of privacy shall be
clearly identified before coaching services begin.
4. Properly use occupational credentials, titles and degrees; and provide accurate
information concerning education, experience, qualifications and the performance of
services.
5. Avoid coaching techniques that are harmful or have been shown to be ineffective.
Certificants and applicants are responsible for ensuring that the techniques used are
consistent with clients’ emotional, intellectual and physical needs. Certificants and
applicants shall inform clients regarding the purpose, application and results of the
techniques, assessments and strategies.
6. Obtain a written coaching service agreement before initiating a coaching
relationship. This agreement shall include the rights, roles and responsibilities of
the parties involved, as well as the manner in which private information will be
protected.
7. Seek supervision from qualified professionals when necessary, and provide referrals
when unable to provide appropriate assistance to a client as well as when
terminating a service relationship.
8. Ensure that clients, sponsors and colleagues understand that coaching services are
not counseling, therapy or psychotherapy services, and avoid providing counseling,
therapy and psychotherapy.

Section D: Avoidance of Conflicts of Interest and The Appearance of Impropriety

BCC certificants and applicants shall:
BCC Code of Ethics: Approved September 17, 2010 Page 4 of 4
1. Disclose to others, including sponsors, clients or colleagues, significant
circumstances that could be construed as a potential or real conflict of interest, or
any having an appearance of impropriety.
2. Avoid conduct that could cause a conflict of interest regarding clients or sponsors. If
a conflict of interest occurs, certificants and applicants shall take reasonable steps to
resolve the conflict.
3. Avoid engaging in multiple relationships with clients or sponsors. In situations
where multiple relationships cannot be avoided, certificants and applicants shall
discuss the potential effects of the relationships with the affected individuals and
shall take reasonable steps to avoid any harm. This discussion should also be noted
in the client’s record.
4. Avoid sexual or romantic relationships with current clients. Certificants and
applicants shall not engage in sexual or romantic interactions with former clients for
a minimum of two (2) years following the date of termination.
5. Refrain from offering or accepting significant payments, gifts or other forms of
compensation or benefits outside of the written coaching service agreement.
6. Acknowledge accurately the intellectual property of others with respect to all
activities.
Approved by the CCE Board of Directors: September 17, 2010.
© 2010 Center for Credentialing & Education, Inc. (CCE)