To Tell the Truth

SUBMITTED BY THE COMMITTEE ON PROFESSIONAL STANDARDS

PSA Code of Ethic Rule #2 – No member shall represent themselves using false or deceptive statements intended to mislead.

We all know the feeling when seeing a sign in big bold print that says “half-price sale” only to find out you need to purchase something at regular price before you get the half-price deal. Is this clever marketing or intent to mislead? Below are some of the misunderstandings being used in the field of marketing coaches. No PSA member should use deceptive information that might confuse or mislead the skating community. It is our responsibility as PSA members to be honest and forthright with our clientele.

Personal Credentials

PSA Member vs. PSA Accredited? Coaches should only include credentials that can be easily verified by the consumer. Many coaches use “PSA Accredited” as part of their bio information on websites, seminar brochures and business cards. Accreditation is a review process to determine if educational programs meet defined standards of quality.

The PSA accredited programs include Ratings, Rankings, Excellence on Ice and Hockey. These accredited programs are for coaches who want to validate their skating skill and teaching experience.

Ratings, Rankings, Excellence on Ice and the PSA Hockey Program are verifiable and an assurance to clubs, rinks, skaters, parents, and the general public that the coach(es) they hire are technically qualified to instruct at the level in which they are rated or ranked regardless of personal background and skating achievement. Including “PSA Accredited” without proper qualifications could be misinterpreted by the consumer.

Ratings

Are you a PSA rated coach with inactive ratings? Once a rating has been earned, a coach must maintain a minimum of 28 educational credits over a three-year period through attendance at educational events to keep the rating active. An affidavit must be submitted to the PSA office so that the credits can be recorded. A coach may not advertise as a PSA rated coach unless the rating is active.

Sports Science Exams or Ratings?

There are no Sport Science ratings and coaches should not advertise as having a Master Rating in Sport Science. Sport Science online exams are a pre-requisite and only one component to taking an oral rating exam, but they are not a separate rating credential. Passing a Sport Science exam is not a rating by itself.

Technical Specialists

Are you an IJS technical specialist or are you a coach who 'specializes' in technique? They are not the same but calling yourself a 'technical specialist of jump technique' may mislead a customer into equating you to an 'IJS technical specialist.' Remember, U.S. Figure Skating Technical Specialists go through extensive IJS training and examinations to become accredited officials. To adopt this title without an official designation by U.S. Figure Skating is misleading and could create confusion with skating parents.

CER exams

Are you a U.S. Figure Skating certified coach or have you completed the Continuing Education Requirement? Many coaches misunderstand and misuse the acronym CER.

[CER] ... is not a certification credential and should not be used as one.

Representing yourself as an U.S. Figure Skating ‘Certified’ coach is inaccurate. U.S. Figure Skating requires the mandatory yearly Continuing Education Requirement (CER) for all coaches at U.S. Figure Skating sanctioned events.

Athlete and Parents

A“claim to fame” pledge is a very slippery slope. Coaches cannot control many aspects of the sport or the athlete’s physical development. Making promises like a placement in a competition, making final round, making it to nationals or passing a test is deceptive and misrepresents the authority of a coach.

According to the Cornell Law School website, the term “misleading conduct” means— (A) knowingly making a false statement; (B) intentionally omitting information from a statement and thereby causing a portion of such statement to be misleading, or intentionally concealing a material fact, and thereby creating a false impression by such statement; (C) with intent to mislead, knowingly submitting or inviting reliance on a writing or recording that is false, forged, altered, or otherwise lacking in authenticity; (D) with intent to mislead, knowingly submitting or inviting reliance on a sample, specimen, map, photograph, boundary mark, or other object that is misleading in a material respect; or (E) knowingly using a trick, scheme, or device with intent to mislead.

Courts use the following six factors when determining fraudulent misrepresentation:

1. a representation was made

2. the representation was false

3. that when made, the defendant knew that the representation was false or that the defendant made the statement recklessly without knowledge of its truth

4. that the fraudulent misrepresentation was made with the intention that the plaintiff rely on it

5. that the plaintiff did rely on the fraudulent misrepresentation

6. that the plaintiff suffered harm as a result of the fraudulent misrepresentation

On a bigger stage, when the FTC finds a case of fraud perpetrated on consumers, the agency files actions in federal district court for immediate and permanent orders to stop scams; prevent fraudsters from perpetrating scams in the future; freeze their assets; and get compensation for victims.

When consumers see or hear an advertisement, whether it’s on the Internet, radio or television, or anywhere else, federal law says that ad must be truthful, not misleading, and, when appropriate, backed by scientific evidence.

The Federal Trade Commission enforces these truth-in-advertising laws, and it applies the same standards no matter where an ad appears – in newspapers and magazines, online, in the mail, or on billboards or buses.

Coaches have unique opportunities to market and promote themselves. And while this might be awkward at first remember your name is your brand and how you represent yourself will follow you forever. Be proud and be honest of what you have accomplished as a skater, no matter the test level or competition experience. All levels of knowledge and experience are valuable and the skaters you come in to contact with throughout your career deserve the best version of you. Always remember to be honest, be factual, be consistent, be aware of how you are being perceived and most of all be an ethical PSA Professional!

Learn more at www.law.cornell.edu and www.ftc.gov

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