I think this is a misstep to be honest, and quite self-aggrandising. It is quite pointless.

Thanks for sharing your view. I’d love to know more. Why is it a misstep? Do you think attempting to formalise our profession is unnecessary? Journalists and proofreaders have similar codes – are they also self-aggrandising?

Hi Leif, I think signing a form that basically says I’ll be professional and follow the law is a bit daft. My clients trust I’ll do this already. This would be of no benefit to me nor my clients and I can’t see a use case where a copywriter is somehow trusted more because of it. Besides, there are of course no checks & balances for the code either, so the chance it’ll be misused by chancers are more than slim.

That’s not to say I don’t value your wonderful contributions to the copywriting community, in particular the annual report, which is very useful. But I know of one copywriter who harbours – in my view – toxic right wing views on her business Twitter and proudly displays the Pro Copywriters logo on her website, so trying to regulate the community would be a really tricky task.

Thanks for the additional context.

A few people have shared similar concerns that the code will be too weak to be meaningful. And I suspect you’re all correct.

In any case, we don’t have the funds to create a separate website and sign-up process at the moment, so we’ll initially launch the code as a members-only resource.

I take your point about your clients already understanding that you will act professionally. And the same is true for most established copywriters.

Our profession does have a problem in that people will call themselves copywriters with little or no training, experience or education in the field.

The code is a helpful starting point in defining what it means to be a copywriter.

AI is another area where clients and employers are getting nervous about engaging copywriters, and not being sure what they will get.

While the code won’t be enforced, it will be a public declaration of intentions, which will require that copywriters meet certain standards.

Thanks again for your comments – they’re very helpful!

I think it’s a good thing. Yes, it’s unenforceable and not particularly detailed but it’s a declaration of intent. There are a lot of ‘copywriters’ and ‘content writers’ parading their wares online, on LinkedIn etc, and many of them can barely string a sentence together. While you can link through to a profile and see our qualifications and previous work/experience, it’s potentially a tick in the box to show our intention to be *seen* as professionals?

Not sure I agree with Bryan. Yes, clients should trust that you’re adhering to good standards. But just as other industries have regulations (Editors’ Code of Practice) etc., I see no harm in having guidelines to follow. I for one quote ProCopywriters whenever I am pricing up a project and always point people to them for professional standards. Though it’s fair that we cannot regulate it like other industries, I think it provides extra assurance to have this affiliation – if not just as a recognition of best practices, if nothing else.

Katie – thanks for stopping by.

Hopefully this code will be the start of a broader set of professional standards that can help improve how we work, while giving clients and employers a clearer understanding of what copywriting is all about.

All very positive and a worthwhile initiative.

I think it’s helpful information for new copywriters to know, but I think it’s counter-productive to make it a ‘code’. Largely because makes me (and I’m sure, potential clients) think ‘wat? is copywriting such a shitshow that saying you’ll conduct yourself ‘in a professional manner’ and ‘adhere to the law’ is a *BIG DEAL* and a *SELLING POINT?!*

Nick – thanks for your comment.

I think this code needs to be the first step in something more defined and structured, that helps new copywriters learn everything they need to know, and gives clients and employers a common idea of what a copywriter is capable of.

Some copywriters would agree that the world of copywriting, in some areas (I’m thinking freelance market sites like Fiverr) isa shitshow. There are clients expecting the world for £5 and “copywriters” with no training and no experience offering to work for a pittance. Simply drawing attention to laws that apply to copywriters is a first step in improving awareness of what copywriting involves. i.e. We’re not just typists or frustrated poets.

I agree that the point about ‘working in a professional manner’ is too vague and sounds like an obvious pre-requisite to simply existing in business. We’ll consider if there is a more useful way to approach this topic.

Thanks again for your input – we’ll take some time to digest all of the comments here. 🙂

I think making it a ‘freelance copywriter code’ would be more useful. Then you could add in something about insurance – which I think is a no-brainer for freelancers, whether it’s a legal requirement or not – and intellectual property. If a copywriter is employed by an agency their output, legal obligations and responsibility is is the hands of their employer – they wouldn’t have that direct commercial relationship with a client. In fact the client might not have a clue who the copywriter is!

As a freelancer, signing up to a professional code of contact would send a positive message to my current and potential clients.

Hi Leif. I’m with Brian on this one.

I’ve never experienced the problem you’re trying to solve. I do all of this already and believe that most—if not all—other copywriters do, too.

If a copywriter isn’t already doing this then they really need to consider being mentored or decide on a more suitable ‘profession’ or career.

Sixteen years’ experience, and hundreds of clients served, not one has ever expressed a concern that would be alleviated by your proposed Copywriter Code.

You say:
“Our profession does have a problem in that people will call themselves copywriters with little or no training, experience or education in the field.”

Yes, and they don’t last five minutes. Or they simply attract the types of clients you and I wouldn’t touch with a barge pole. Just let them be. No amount of rules will ever stop that from happening.

Also bear in mind that we are not technically a ‘profession’.
There are no barriers to entry… that’s just the way it is.

To be completely honest, this strikes me as a bit of a vanity project.

Just my two penn’orth. I appreciate you asking though, and the hard work you put into PC.

Jim – thanks for your comment. On the ‘profession’ question: Do you think copywriting could be – or should be – a profession? Part of our reason for creating the code is to gradually professionalise copywriting.

We hear from many copywriters who find themselves competing with incompetent “copywriters” because there is absolutely no barrier to entry. On the one hand, this makes it a wonderful option for talented people, but it does also create problems for clients and employers. There is no shared idea, or accepted norm, of what makes a copywriter a qualified copywriter.

This code doesn’t address all of these issues, but it is a first step in creating a framework that can give copywriters a guide to learn and develop, while also reassuring clients.

Just a quick point on AI Declaration: while I’ve no rigid objections, it’s still only a tool. If a plumber fixes my sink, I don’t care what’s going on under there while s/he’s at work. We’ve agreed a price for an outcome and whatever makes their life easier is win/win.

John – great point. However, some clients are feeling cheated because they are paying for a human copywriter but getting AI-generated material. One could argue that it doesn’t matter how the sausage is made, but our research suggests that the uncertainty is making some clients nervous. The code is an attempt to address this uncertainty.

Hi – I think this is a great idea to set professional standards in a field which can, unfortunately, go unchecked.

Personally, I think it’s about formally acknowledging accountability, as well as giving ProCopywriters the ability to cut someone’s membership if they’re seen to undermine the code through their actions.

You have probably seen this already, but the CIPR do something similar https://cipr.co.uk/CIPR/CIPR/About_Us/Governance_/CIPR_Code_of_Conduct.aspx

and have rules about enforcing their code, should a member act unprofessionally: https://cipr.co.uk/CIPR/CIPR/About_Us/Governance_/Enforcing%20the%20Code%20of%20Conduct.aspx#:~:text=It%20is%20the%20Code%2C%20and,and%20serving%20the%20public%20interest.

I reference the CIPR code of conduct in my freelance contracts as it give my work credibility (given my professional affiliation to an industry body), and allows me to clearly state expectations from me and my clients. Something from ProCopywriters would be a welcome addition.

Kathy – thanks for sharing this. We could certainly introduce an element of accountability. Perhaps a scheme for reporting breaches of the code and responding to complaints.

I love the idea of this, but it all falls down in my opinion at:

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

and

Unqualified / non-compliant copywriters can also display the badge and claim adherence to the code.

At that point it becomes pointless.

Nikki – yes and several others have made similar points. I suspect you are correct. We’ll only be able to offer the badge to members (given budgetary restrictions) so we can then consider how/if to roll out the code to a wider audience. Thanks again for sharing your view! 🙂

Surely, the code should also include the quality of written English – spelling, punctuation, tense, meaning (e.g. soul or sole) and readability?

On the point of punctuation, why the commas before ‘and’ – e.g. ‘…training to be a competent copywriter, and maintain…’ as well as ‘…commercially-sensitive information, and the value…‘? There are several more such instances.

Rightly (in my view) not having comma before the ‘and’ – e.g. ‘…content designers, brand writers and content strategists.’ is correct.

And while nit-picking, why ‘program’ rather than ‘programmes’ in the sentence ‘…including university and professional training program’?

But all power to your elbow (and pen) for thinking the code is a good idea – it is!

Hi Peter – that’s a great suggestion and definitely worth further examination. I suppose one possible objection to this is that conceptual copywriters aren’t necessarily hired for their spelling and grammar skills / knowledge. Copywriters who work in advertising may be more adept at creating big ideas and powerful concepts, and perhaps also at writing lines that resonate, rather than putting all the commas in the right place.

Peter – We’re also working on an expanded job description to define everything a copywriter should know. Of course this will be tricky given the very varied nature of copywriting, but in my mind that’s a better place to define specific requirements such as spelling and grammar.

I already adhere to these standards and more, so fine, but I think it’s a bit one-way. What about protections for freelance copywriters?

Deborah – That’s a great point – and one that other people have raised. The comparable codes of conduct for journalists and editors do not include directions for clients. Such stipulations probably belong in the contracts of individual freelancers. Also, we’re trying to create a code for copywriters as a profession, rather than just for freelancers.

I like the idea of a code of conduct and think this is a great start, but the vagueness could cause issues. Eg, ‘Act in accordance with the best interests of clients and employers.’ Sometimes, the client’s best interests conflict with the writer’s best interests. Eg, it could be in the client’s best interest for the copywriter to work extra hours for free or agree to rigid non-compete clauses. It’s also not always possible to work in the best interests of ALL your clients if you’re a freelancer. I know these examples sound obvious, but I can see awkward clients using the wording against writers.

The AI one could also be an issue. I could write a paragraph explaining exactly how I use AI on my website, but as AI develops, that paragraph could quickly become out of date.

Hi Leif,

Broadly I agree with the code. Whether or not it is enforceable, it makes us look more professional as an organisation and provides clients with another form of quality assurance. There are two points I took issue with :
1. Conduct all projects in a professional manner: Terms and conditions, including the number of amendments and revisions, should be clearly stated in contracts or project proposals.
I think this is unrealistic, because you do not always know (or are able to assess) the number of amendments and revisions. It is better, in my experience, to allow xyz hours or days even, to cover amendments and revisions.
2. Adhere to relevant and applicable laws and guidelines.
Copywriters are obliged to understand all relevant legislation and follow relevant statutes to the best of their ability.

If you took the time to understand ‘all relevant legislation’ and research ‘relevant statutes’ you’d be at it all day long for weeks! I think if we could publish relevant legislation and statutes for members’ information, that would be helpful. Do we know what these are? Otherwise I think that relevant legislation etc is probably driven by the individual client project, and in this case, it may be that the client makes you aware of relevant legislation.

I hope this feedback is helpful. It was sad to read the negative comments, so I hope you are undeterred and keep up the good work on this project!

Regards
Helen

Hey Leif – returning to respond to your reply above 🙂 That’s a fair point about Fiverr and other places where one can get copywriting actually being a shitshow. And from that perspective, I can really see the benefit and advantages of having some kind of ‘official credo’ that helps explain to potential clients what ‘good standards of practice’ are. So if *that’s the brief* (‘Hiring a copywriter? Look for the ‘Copywriter Code Mark’ – it’s the mark of quality’ kinda thing) – then I think it’s super-important to think about the ‘code’ as a ‘piece of explaining’, . It’s also gotta be a fucking great bit of writing itself: potential clients should have an ‘aha!’ moment when they read it – ‘oh! even this code of conduct is super-helpful and inspiring!’. If it feels dull or fussy or hard work or bureaucratic to read, it’s sending a terrible message! Make it *such* a good piece of writing that every copywriter will be proud to be associated with it. Make it *the best-written code of conduct in the world* 🙂

Nick – thanks for returning – and for your thoughtful comment. I think you’re right; we don’t need to default to contractual lingo and fall in line with other codes of conduct. Your suggestion is inspiring – and challenging!

I think a code that anyone can sign up to for free could be confusing. Businesses might assume that someone who has signed up to the code and displays the badge is an ethical, well-qualified copywriter. If they then have a bad experience with that person, the badge and the code becomes meaningless and possibly damaging to the reputations of other bona fide copywriters displaying that badge.

Abi – that’s a great point, and something we are reviewing.

Hi Lief,

Is this for clients or writers? Speaking for myself, leads tend to view my site and ask for examples, and I provide them with case studies. We speak. These are very basic and mostly covered by a decent contract — I question the notion of ‘raising standards’ alongside these very basic standards; these seem to be in tension with each other.

The first point, about investing in learning is a good point; however, as a paid training provider, it does seem to align too closely with the business side of Pro Copywriters. As a self-taught writer who couldn’t afford any training, assuming everyone has access to sufficient money to pay for training is pretty loaded. And without any enforceable standards, what does it even mean?

“copywriter” is a very broad job description; I’m not sure something this vague is helpful. Maybe something geared to very junior writers might be a better fit.

And your default icon is a man in a suit… something worth looking into.

Ann

Ann – thanks for stopping by. This is a code of conduct for copywriters. Our intention is to begin raising standards by starting to define standards, and encouraging conversations around standards in general.

We aren’t mandating or requiring training. We’ve tried to make it very clear that some training is entirely on-the-job, or self-directed learning. Training doesn’t necessarily require an investment.

As for the enforcement element, we’re considering changing this so that a violation of the code would result in the termination of membership.

I’ll ask our developer if we can change the default icon. Thanks for pointing this out.

Hi Lief, I like this. Good start. Better than nothing.
One contribution for you to consider on the ‘…Professional Manner’ section: “…Terms and conditions, including [rates and payment terms and] the number of amendments and revisions, should be clearly stated in contracts or project proposals. Doing this could provide support when asking for a bill to be settled 75 days after you finish 🙁

“Declare how and when AI tools are used on projects.”

An absolute fundamental to our survival – not just as creatives of any discipline, but as a species.

I feel like the focus of this should be more on AI use and a commitment to ongoing learning with the rest as sub-points. I work at an agency and I’m often given AI generated content to humanize for clients – these particular clients are fully aware the base content is AI generated, but it feels so disingenuous to me that there are cases where writers are doing this without full client knowledge and consent. I’m not against the use of these tools, but I am for full disclosure about them. A commitment to ongoing learning, no matter how unenforceable, also shows the desire to always be doing better, and keeping up with trends and changes in the landscape which is why clients want our expertise. It also feeds back into the ProCopywriters ecosystem in a smart way.

Hi, is it possible to include something about not using language that is dangerous, exclusive or hateful? Or it might be easier to say the opposite – that we strive to ensure our language is inclusive, progressive etc? Taking responsibility for the impact of our words feels like a professional standard.
Thanks.