Code of Conduct · For agencies

Ten rules good agencies already follow.

Every certified partner signs up to the Code of Conduct. It tells clients what to expect from you before the first meeting, and it’s what we hold you to.

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The Code of Conduct

Ten rules every certified partner follows.

If you can already say yes to all ten, certification is mostly a matter of documenting it.

Clear binding period and notice

Your client knows the binding period and notice terms before signing. Nothing renews automatically without written notice first.

The client owns their data

Ad accounts, pixels, email lists, creative work and all history belong to the client. You don’t hold them back, during the partnership or after.

Confidentiality in writing

The client’s strategy, finances and customer data are protected by a written confidentiality agreement.

Platform rules are followed

You know each platform’s rules and protect the client’s accounts from rejected ads, restrictions and shutdowns.

Realistic goals, not promises

Targets are based on data and experience. The client sees a best case and a worst case before committing.

One clear timeline

One plan that shows who does what and when, and what the client needs to deliver for it to work.

Transparency about the team

The client knows who works on their account and how senior they are. No junior staff behind a senior pitch.

Transparency about tools and AI

The client knows every system and AI tool used on their account, and who has access to their data.

Honest reporting, ongoing dialogue

Reports the client can understand. Problems raised when they happen, not after the budget is spent.

You understand their business

Their business, brand guidelines and audience are understood before any work starts.

Clear binding period and notice

Your client knows the binding period and notice terms before signing. Nothing renews automatically without written notice first.

The client owns their data

Confidentiality in writing

Platform rules are followed

Realistic goals, not promises

One clear timeline

Transparency about the team

Transparency about tools and AI

Honest reporting, ongoing dialogue

You understand their business

Why it helps you

Good for clients. Good for business.

A faster yes

Prospects know your terms are fair before the first meeting, so there’s less to negotiate.

Fewer disputes

Most conflicts come from things nobody agreed on. The rules make sure they are agreed.

Clients who stay

When scope, price and terms are right from day one, the partnership lasts.

A faster yes

Prospects know your terms are fair before the first meeting, so there's less to negotiate.

Fewer disputes

Clients who stay

The rules have teeth.

If a client documents a serious breach, we can order you to fix it or compensate them. Repeated or serious breaches lead to suspension or loss of the mark, and the Security Fund can pay the client up to €10,000.

Already work this way? Prove it.

Apply for certification, and we’ll assess you against the same rules as everyone else.

Apply for certification

How certification works