Coaching Ethics Case Study Standard 5.2

This case study, based on Standard 5.2 of the ICF Code of Ethics, highlights the need for truthful and accurate representations in coaching.

The scenario follows Wyatt, a new coach who tries a new marketing tactic on his social media. When he gains new clients from it, he’s thrilled but learns quickly that his posts may have blurred ethical lines, even with the best intentions.

This resource encourages ICF professionals — including coaches, mentors, and supervisors — to practice honest, realistic communication and recognize the potential impact of their words. By exploring this case, coaches can reflect on how to maintain ethical integrity, build client trust, and avoid unintentionally misleading clients.

Designed to foster ethical growth, this case study offers actionable insights, potential next steps, and discussion questions to help coaches adhere to Standard 5.2 and maintain a professional, responsible coaching practice.