ISSA Position Statement #20: Ethical Marketing Practices

Fostering Trust and Integrity through Ethical Marketing


ISSA emphasizes the importance of ethical marketing practices, acknowledging the profound impact marketing decisions can have on the trust and integrity of swim schools. This position paper outlines recommendations to ensure swim schools engage in ethical marketing that prioritizes customer trust, privacy, and legal compliance.


ISSA recommends that swim schools adhere to ethical standards when marketing their products and services. This includes obtaining explicit consent for the use of customer and employee imagery, particularly children, and refraining from any unauthorized or inappropriate use of such images. Swim schools are encouraged to provide accurate and ethical descriptions of their offerings, avoiding deceptive practices that could mislead customers.

Customer Privacy and Legislative Compliance:

ISSA advocates for the prioritization of customer privacy and compliance with legislative requirements. Swim schools should implement robust privacy policies, clearly communicate these policies to customers, and ensure that all marketing practices align with applicable laws and regulations related to data protection.

Transparency and Honesty:

ISSA recommends transparency and honesty in marketing communications. Swim schools should provide clear and accurate information about their programs, instructors, safety measures, and any other relevant details. Honesty in marketing builds trust with customers and contributes to a positive reputation for the entire industry.


By recommending ethical marketing practices, ISSA aims to build trust and integrity within the swim education sector. Adhering to these recommendations establishes swim schools as ethical and responsible businesses that prioritize the well-being and privacy of their customers. This approach not only enhances the reputation of individual swim schools but contributes to the overall positive image of the swim education industry.

Title:  Corporate Governance for Swim Schools

The International Swim Schools Association advocates for strong swim school self-governance.   We recognise that standards and best practices are critical to ensure safety & quality as the industry grows. 

Governance encompasses all aspects of a swim school, providing a framework that swim schools can implement, monitor, measure and improve on.

Every swim school, region and local community has differences. However the following governance topics are universal :

  1. Safety and Well-being: A well-structured governance framework ensures that safety measures & operational preparedness are consistently implemented.
  2. Education Quality: Strong governance contributes to education quality. Curriculum development, teacher training, and ongoing professional development enhances the learning experience.
  3. Ethical Standards and Transparent Practices:  Ethical standards and transparent practices means that swim schools avoid unnecessary controversy and focus on what they do best.  
  4. Community Trust and Reputation: A swim school’s reputation rests on the strength of its governance. Earning trust of their communities, attracting more students and fostering positive relationships with stakeholders.
  5. Adaptability and Resilience: Effective governance enables swim schools to adapt and succeed in a changing world. A nimble governance framework empowers swim schools to navigate uncertainties and maintain operational resilience.

Industry self-governance yields multifaceted benefits for individual schools, the industry at large, and governmental bodies. 

For individual swim schools, self-governance allows tailored operational frameworks unique to swim schools’ needs.  Yielding innovation in teaching, client experience and professional development. 

On an industry-wide scale, self-governance cultivates a sense of collective responsibility.  This collaborative approach contributes to an elevated standard of excellence, reinforcing the industry’s reputation for safety and quality. 

For governments, self-governance makes civic and regulatory oversight clear, easy and effective.  An industry that selects excellence and best practices for itself alleviates the need for regulatory resources and more burden on taxpayers.  

By embracing self-governance, the swim school industry signals its dedication to a partnership between individual schools, the industry, and regulatory authorities.


Government Relations and Governance:

OECD Principles of Corporate Governance

Additional resources: 

ESG and Corporate Governance:

United Nations Sustainable Development Goals

Global Reporting Initiative (GRI) – Sustainability Reporting Standards

B Corporation Certification