Ethics Decision Making Models

Here’s an overview of ethical decision-making models for coaches, covering practical approaches used in professional coaching contexts like ICF, EMCC, and COMENSA. Apply directly in coaching situations.

1. The 5-Step Ethical Decision-Making Model

Used widely in coaching, this model offers a clear, linear approach:

1. Identify the Problem / Dilemma
   
   

   • Clarify exactly what the ethical issue is.
     
     

   • Ask: “What is happening here, and why might it be ethically sensitive?”
     
     

   • Example: A client asks for advice outside the coach’s area of expertise.
     
     

2. Review Relevant Guidelines
   
   

   • Check your professional code of ethics (ICF, EMCC, COMENSA).
     
     

   • Example: ICF Code of Ethics says: “Coaches do not provide therapy unless qualified.”
     
     

3. Consider Stakeholders and Consequences
   
   

   • Identify everyone affected: client, coach, organization, society.
     
     

   • Evaluate short-term and long-term consequences.
     
     

4. Generate Options and Evaluate Them
   
   

   • List possible actions.
     
     

   • Assess each for alignment with ethical principles, potential harm, and professional standards.
     
     

5. Decide, Act, and Reflect
   
   

   • Make a decision transparently, act, and then reflect on the outcome.
     
     

   • Document your reasoning in case of future scrutiny.
     
     

2. Rest’s Four-Component Model (adapted for coaching)

Originally from moral psychology, this model helps coaches reason ethically:

1. Moral Sensitivity – Recognize an ethical issue exists.
   
   

   • Awareness that a client situation might require careful ethical judgment.
     
     

2. Moral Judgment – Decide what is right.
   
   

   • Use ethical principles and professional codes.
     
     

3. Moral Motivation – Prioritize ethical values over personal gain.
   
   

   • Example: Choosing client welfare over earning fees.
     
     

4. Moral Character / Implementation – Follow through with the right action.
   
   

   • Requires courage, self-discipline, and accountability.
     
     

3. PLUS Ethical Decision-Making Model

Developed for practical business and coaching contexts:

• P: Policies – Does it comply with professional codes and company policies?
  
  

• L: Legal – Is it legally permissible?
  
  

• U: Universal – Is it aligned with universal ethical principles like fairness and honesty?
  
  

• S: Self – Does it reflect who I am and the kind of coach I want to be?
  
  

4. ACEC (American Coaching Ethics Committee) Scenario-Based Model

• Focuses on real-world dilemmas using scenario analysis.
  
  

• Steps:
  
  

  1. Describe the situation in detail.
     
     

  2. Identify conflicting values.
     
     

  3. Explore alternative actions.
     
     

  4. Choose the most ethical option.
     
     

  5. Debrief and document to learn for future cases.
     
     

This is particularly useful for mentoring coaches or reflective practice.

5. Decision Trees / Flowcharts

Some organizations like EMCC recommend flowcharts for ethical dilemmas:

• Example questions in a flowchart:
  
  

  1. Is this within my professional competence?
     
     

     • No → Refer or decline.
       
       

  2. Is client confidentiality at risk?
     
     

     • Yes → Protect client, consider legal requirements.
       
       

  3. Does this action create a conflict of interest?
     
     

     • Yes → Disclose or avoid.
       
       

These tools help make decisions systematic and repeatable.

Key Principles Across All Models

Regardless of the model, ethical coaching relies on:

• Client-Centeredness – Prioritize the client’s well-being.
  
  

• Confidentiality – Respect privacy unless legally required to disclose.
  
  

• Competence – Only coach within your area of expertise.
  
  

• Integrity & Transparency – Honest communication and managing conflicts of interest.
  
  

• Accountability – Document decisions, seek supervision when unsure.
  
  

 Pro Tip: Many coaches use a combination: for example, the 5-step model for day-to-day dilemmas, PLUS flowcharts for rapid decisions, and Rest’s Four-Component model for reflection and personal development.

Here’s a comprehensive list of 50 potential ethics breaches in coaching, drawn from ICF, EMCC, and COMENSA guidelines. These cover client relationships, confidentiality, professional boundaries, competence, and business practices:

A. Confidentiality & Privacy Breaches (10)

1. Sharing client details without consent.
   
   

2. Discussing client cases in public or social media.
   
   

3. Failing to secure digital records (email, cloud storage, apps).
   
   

4. Leaving client documents accessible to others.
   
   

5. Revealing client identity when quoting for marketing.
   
   

6. Recording sessions without client permission.
   
   

7. Disclosing client health or personal issues without authorization.
   
   

8. Breaching confidentiality when pressured by employers or peers.
   
   

9. Sharing coaching notes with colleagues outside supervision.
   
   

10. Not anonymizing client info in case studies or training examples.
    
    

B. Competence & Professional Boundaries (10)

11. Coaching outside your expertise (e.g., therapy or legal advice).
    
    

12. Offering advice that contradicts evidence-based practice.
    
    

13. Ignoring limits of your training or qualifications.
    
    

14. Failing to refer clients when issues require another professional.
    
    

15. Over-promising results (e.g., “I guarantee promotion”).
    
    

16. Practicing without ongoing professional development.
    
    

17. Providing financial advice without qualifications.
    
    

18. Ignoring personal biases that affect coaching judgment.
    
    

19. Mixing personal opinions with professional guidance.
    
    

20. Using outdated or harmful methodologies.
    
    

C. Conflicts of Interest (5)

21. Coaching a family member without disclosure.
    
    

22. Coaching an employee while being their manager.
    
    

23. Accepting incentives from vendors or companies for referrals.
    
    

24. Simultaneously coaching competing clients without disclosure.
    
    

25. Making decisions that benefit yourself at the client’s expense.
    
    

D. Integrity & Honesty Breaches (7)

26. Misrepresenting qualifications or certifications.
    
    

27. Claiming expertise in areas without credentials.
    
    

28. Falsifying client success stories for marketing.
    
    

29. Providing misleading information about fees or services.
    
    

30. Charging for services not rendered.
    
    

31. Using manipulative tactics to retain clients.
    
    

32. Ignoring ethical codes when convenient.
    
    

E. Dual Relationships & Boundary Violations (7)

33. Entering a romantic or sexual relationship with a client.
    
    

34. Coaching friends or family without clarity or boundaries.
    
    

35. Engaging in business partnerships with clients.
    
    

36. Over-involvement in client personal life.
    
    

37. Allowing personal bias to influence coaching decisions.
    
    

38. Accepting gifts that could influence objectivity.
    
    

39. Encouraging dependence rather than independence in clients.
    
    

F. Legal & Regulatory Violations (5)

40. Ignoring mandatory reporting obligations (e.g., abuse, danger).
    
    

41. Practicing without required insurance or professional registration.
    
    

42. Violating employment or labor laws in corporate coaching.
    
    

43. Not following data protection laws (e.g., GDPR).
    
    

44. Using copyrighted materials without permission in coaching.
    
    

45. Advertising services in ways prohibited by law.
    
    

G. Session & Contract Management (6)

46. Failing to provide a clear coaching agreement.
    
    

47. Ignoring agreed session times or schedules.
    
    

48. Not clarifying fees or payment terms upfront.
    
    

49. Canceling sessions without notice or explanation.
    
    

50. Not documenting coaching plans, progress, or follow-ups properly.