Our project to create the first code of conduct for copywriters continues to progress – and we’re now supported by a 30-strong Copywriter Code Committee.
But first, here’s the backstory.
We’ve gone through a number of processes to get to this stage:
- Asking about levels of support for the code of conduct project in the ProCopywriters Survey 2024 (60% approved)
- Discussing the concept on LinkedIn, on our blog (Do Copywriters Need a Code of Conduct?), and in the ProCopywriters Discord community
- Gathering feedback on a first draft (see: Copywriter Code V1)
- Inviting people to join the Copywriter Code Committee
- Updating the first draft in light of the feedback received
- Reviewing the second draft with our Committee
Which brings us to today, and the release of the second draft:
Updates to V2 of the Copywriter Code
We’ve been listening to all of the feedback we received on the first draft, and working out how to incorporate the most common concerns, which included:
- the lack of enforceability, and the openness of the code (i.e. anyone could sign up and nobody could have it revoked)
- the vagueness of some elements of the code
- concerns that we were trying to force people to spend money on professional development (we’ve now made it clear that there are many ways to develop copywriting skills without spending money).
At the same time, we obviously can’t incorporate every piece of feedback as some ideas conflict with each other.
Ultimately we are trying to create a code of conduct that is broadly applicable to most copywriters (including content writers, brand writers etc etc) regardless of how they operate (i.e. freelance, self-employed, agency founder, agency employee, in-house).
Changes in version 2 include:
New style.
Rather than simply fall in line with similar codes of conduct, and use contractual legalese, we want to use this code as an opportunity to demonstrate the value of copywriters.
The code should be a clear declaration of our purpose, a guide to our peers, and a promise to our partners and clients.
The code should also be an inspiring call-to-arms for our profession, rather than a tedious contract. (This is largely inspired by Nick Parker’s comment on the first draft of the Copywriter Code. Thanks Nick!)
New restrictions.
Only ProCopywriters members will be able to use and display the Copywriter Code badge.
New enforcement.
Membership can be revoked if a copywriter is found to breach the code.
New detail.
We’ve expanded the detail of the code to add clarity.
Here’s the second draft of the code, ready for your feedback.
Please note that the final code will be reviewed by a proofreader and a solicitor prior to publication.
Is this a code that you would sign up to?
The Copywriter Code (v2)
A code of conduct for copywriters – and a promise of consistent quality for clients
Copywriters displaying the Copywriter Code badge commit to:
Master the craft.
Writing impactful copy requires specific training and experience. Before taking on copywriting projects, we learn the craft through training and on-the-job experience.
Be real.
People buy from people. Copywriters bring their humanity, creativity and originality to client work. If we use generative AI to create copy, we’ll explain how and when it is used.
Raise standards.
We write, act and speak with honesty and integrity so that we enhance the reputation of copywriting as a profession.
Stay curious.
Marketing and advertising are continually moving sectors impacted by changing trends and technologies. To keep pace, we constantly adapt our skills and knowledge.
Protect clients.
Copywriters carefully manage and protect clients’ brands, reputations, assets and information.
Create lawfully.
Copywriters take time to understand the legal obligations affecting advertising and marketing, so we can create concepts, campaigns and content within the bounds of the law.
The ProCopywriters website will include a more detailed version of the code:
Copywriter Code Explained
The Copywriter Code is a voluntary code of conduct for commercial writers.
Copywriters who subscribe to the code, but fall short of these published standards, will have their ProCopywriters membership reviewed. [The full procedures regarding complaints and reviews are yet to be defined]
The Copywriter Code requires members to:
Master the craft.
Because copywriting is about driving action by using tested techniques.
Copywriting is a complex craft that requires specialist knowledge and skills. Copywriters learn their craft through a combination of formal and informal training and experiences. Competency may be achieved through on-the-job experience, self-led learning, as well as more formal routes, including university and professional training programmes.
No single copywriter will be suitable for every copywriting project. However, a solid foundation of copywriting knowledge and experience improves the likelihood of successful outcomes.
Be real.
Because originality and creativity are the copywriter’s greatest strength.
Copywriters create original solutions to commercial challenges. This originality is a powerful asset that allows organisations to build connections with their audiences.
Copywriters should 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.
Stay curious.
Because the world moves fast and creatives must keep up.
It’s important that copywriters continually invest in learning and development to ensure their skills and knowledge keep pace with changes in marketing and technology.
This can take many forms, including listening to podcasts, reading books and blogs, participating in workshops, joining real-world and virtual communities, on-the-job experiences and training, and attending conferences.
Raise standards.
Because every action we take helps to build our reputation.
Copywriters often work in close partnership with client organisations and third-party creatives and stakeholders. At all times, copywriters should be courteous, considerate and cooperative, and to contribute to the reputation of copywriting as a profession.
Copywriters are expected to work diligently towards agreed goals, and to maintain clear communications with relevant stakeholders. Copywriters are expected to be supportive and encouraging to others within the copywriting profession.
Protect clients.
Because copywriters are trusted advisors who work with, and manage, valuable assets.
Copywriters often work with valuable brand assets, and may be writing as the ‘voice’ of the brand. Copywriters recognise 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.
Create lawfully.
Because creatives work within regulated industries.
Copywriters are affected by a variety of laws and regulatory frameworks covering advertising, marketing and data protection.
Broadly applicable legislation and rules include:
- Consumer Protection from Unfair Trading Regulations 2008 – protects consumers from unfair or misleading trading practices and bans misleading omissions and aggressive sales tactics.
- Business Protection from Misleading Marketing Regulations 2008 – prevents businesses from making misleading claims in advertising, and limits the use of comparative advertising.
- Direct marketing rules – restrict businesses from contacting people without their consent, and requires that marketers provide easy opt-out options.
- BCAP Code (from the Committee of Advertising Practice) covers television, radio and on-demand video content.
- CAP Code – the UK Code of Non-Broadcast Advertising and Direct & Promotional Marketing applies to all non-broadcast advertising.
- GDPR – the General Data Protection Regulation is a European framework that helps individuals protect their personal information.
- Copyright law. Original creative work (e.g. music, photography, video, text) is automatically given copyright protection.
Please share your comments below – we’d love to know what you think.