Demonstrating ethical practice means that a coach acts in accordance with the law and with the core values of the professional coaching community, keeps confidentiality, and treats every client honestly, tolerantly and with respect. Another important aspect of this competency is the coach’s ability to assess the client’s situation, in order to understand whether coaching is the most suitable method in that particular case.

I apply this competency most visibly during the introductory session. In it I get to know the client’s needs and what they want to resolve or achieve with the help of coaching, and I explain how the coach and the client work together, including the ethical principles of coaching. This conversation is the first step towards a relationship built on trust, in which the client is informed about their options and can independently make a well-founded decision about working further with the coach or, if necessary, turning to another specialist.

Demonstrates Ethical Practice is the first of the eight ICF Core Competencies. In short, it asks a coach to understand the ethics and standards of coaching and to apply them consistently.

In practice this covers integrity and honesty towards clients, sponsors and everyone else involved; sensitivity to who the client is, including their identity, experience, values and beliefs; respectful language; keeping to the ICF Code of Ethics and the ICF Core Values; confidentiality as agreed and as the law requires; a clear line between coaching and other helping professions such as consulting or psychotherapy; and referring the client to another professional when that serves them better.

The 2025 review left this competency almost unchanged. One thing has changed since my Latvian article: in 2021 ICF adopted new core values, which are professionalism, collaboration, humanity and equity.


This article is based on my Latvian article “Kouča kompetence – demonstrē ētisku praksi”, published on 27 April 2021. It was translated into English and its facts were updated in October 2026. In place of the full ICF text quoted in the original, it gives a short summary and a link to the official version.