Here’s the first draft of the Copywriter Code.

We’re publishing it here to invite discussion. How can we improve this code?

You can tell us in the comments section below.

After the draft code, you will find more information on the project and some of the decisions we’ve made along the way.

(if you want the back-story you can read: Do copywriters need a code of conduct?)

The Copywriter Code

The Copywriter Code is a voluntary code of conduct for commercial writers – including copywriters, content writers, UX writers, content designers, brand writers and content strategists.

The code is designed to encourage high standards of professionalism by creating a common standard of professional conduct.

Copywriters who comply with this code pledge to:

• Undertake the necessary learning and training to be a competent copywriter, and maintain those skills through ongoing learning and development.
• Respect clients’ privacy, commercially-sensitive information, and the value of their brands.
• Act in accordance with the best interests of clients and employers.
• Conduct all projects and stakeholder interactions in a professional manner.
• Adhere to relevant and applicable laws and guidelines (including those specific to advertising, marketing and data).
• Declare how and when AI tools are used on projects.

The Copywriter Code explained

The Copywriter Code requires copywriters to…

Undertake the necessary learning and training to be a competent copywriter and to maintain those skills through ongoing learning and development.

Copywriters are often qualified by a mixture of formal and informal training. Competency may be gained through on-the-job experience and self-led learning, as well as more formal routes including university and professional training programs. The work of copywriting is often interwoven with fast-moving sectors like media, marketing and technology. Therefore, it is important that copywriters continually invest in their own ongoing learning and development to ensure their skills and knowledge keep pace with the market.

Respect their clients’ privacy and their brand values.

Copywriters often work closely with organisations and are privy to sensitive information, such as sales data and marketing strategies. Copywriters often work with valuable brand assets, and may be writing as the ‘voice’ of the brand. Copywriters must act in accordance with their privileged position at the heart of an organisation, and take precautions to protect client assets, and respect the terms of any contracts or non-disclosure agreements.

Act in accordance with the best interests of clients and employers.

Copywriters are often trusted advisers in matters of communications, messaging, marketing and advertising, and have a responsibility to always make recommendations and decisions that support their clients’ commercial interests, and to declare any potential conflicts of interest with competing clients or brands.  

Conduct all projects in a professional manner.

Copywriters may be required to cooperate with a wide range of internal and external stakeholders and third-party suppliers, from senior leaders to valued customers. As such, it is vital that copywriters collaborate courteously and politely, and maintain open and proactive communications regarding the status and progress of projects. Terms and conditions, including the number of amendments and revisions, should be clearly stated in contracts or project proposals.

Adhere to relevant and applicable laws and guidelines.

Depending on the nature of the work, copywriters may be required to adhere to advertising rules and guidelines (e.g. the Advertising Standards Authority rules in the UK ). Copywriters are obliged to understand all relevant legislation and follow relevant statutes to the best of their ability (in some cases the client or employer should be responsible for highlighting industry-specific legislation that is not common knowledge). 

Declare how and when AI tools are used.

Copywriters make reasonable efforts to ensure that clients and employers understand where AI has been used in the finished work (if at all). This could take the form of a declaration in contracts, terms and conditions, or project proposals. 

What’s the point of the Copywriter Code?

The Copywriter Code will be the first code of conduct applicable to commercial writers. For reference, journalists and proofreaders already have their own professional codes of conduct. 

The aim of the Copywriter Code is to:

• Raise standards of professionalism among copywriters
• Create a clear gap between capable copywriters, generative AI, and other commercial writers such as journalists and proofreaders
• Increase confidence in clients and employers that copywriters are qualified and capable
• Start the process of professionalising and organising copywriting (as a profession)
• Give beginner copywriters a signpost towards good conduct
• Potentially create a foundation for other professional standards and structures such as a framework for learning copywriting, an accreditation scheme, and even an awards programme.

Potential criticisms

It’s unenforceable. True! It’s the first step in the process of organising our profession. We suggest that’s it’s acceptable to create something simple that acts as a statement of intent rather than a legal framework. 

It’s too vague. True! The code needs to be applicable to a wide variety of copywriters in many different industries. The details and specifics probably belong in copywriting contracts and proposals. 

It’s open to abuse. True! Unqualified / non-compliant copywriters can also display the badge and claim adherence to the code. We can’t stop non-compliant copywriters, but at least we will have a shared code that we understand to be the baseline of acceptable conduct. At the moment there is no such document or standard. 

How will the code work?

The Copywriter Code will be a voluntary code. It’s designed to support copywriters by giving us another signifier of quality and capability – rather than to penalise copywriters for being different, or by creating a barrier to entry. 

• Anyone can sign up to the code
• Anyone can display the badge
• It will be free for everyone to use

Deliberate omissions

A few contributors have suggested points for inclusion in this code, which we have decided to omit for the following reasons…

Insurance requirements – insurance isn’t a legal requirement, nor is it relevant to in-house or agency copywriters. 

Client obligations – this is a deliberately one-way code. It applies to copywriters only. A ‘client code’ of some kind would be wonderful but it’s a whole other thing. 

Intellectual property – most copywriters operate on a ‘work for hire’ basis (i.e. the client is buying your time so they own your output) so I don’t think this is relevant. Any copywriter who sells the rights to their work really needs that in a contract, not an industry code. 

NDAs – some copywriters wanted to include the right to mention projects in portfolios – but I think that’s tricky given how some brands protect their rights. Better for copywriters to check with their own clients.

Revisions or amendments – another detail which should be navigated by copywriters and clients.