As It Should Be

Business ethics policy

We believe in being a responsible business.

This policy outlines how our values shape our business and our commitment to working in a way that’s ethical and fair. It guides us when making decisions and helps us conduct our business with honesty and integrity.

This policy was last reviewed on 19 July 2022.


We believe that good business and ethics go hand in hand. From our very beginnings, using tech for good has always been at the heart of our work. Working ethically has become a driving force for our business, and we work hard to act with moral and ethical integrity in everything we do. One of our main commitments to this has been made in adopting the responsible business principles developed by Blueprint for Better Business, which form part of the company’s Articles of Association.

We’ve always enjoyed developing positive working relationships with our clients built on transparency and good communication. We’re proud to say that many of our earliest clients remain friends of ours to this day. Our clients trust us, and we them.

For nearly two decades we’ve been working in digital accessibility, helping create a digital world that’s more accessible to disabled people. We embrace diversity, equality and inclusion in our work to the best of our ability.

Our commitments

We have made commitments to:

Scope and domain

The majority of our work is done within the United Kingdom, although we have some clients based in Europe and the United States of America.

Wherever possible, we aim to use UK-based digital service providers. However, some of our service providers operate and host their services outside of the UK.


We enjoy building long-lasting relationships with our clients, so we work hard to be honest and fair, and we like to work with customers who share our values.

In 2019, we introduced some rules to follow when engaging new clients to help us work with more organisations that are a good fit for our values and avoid working with companies that we find to be unethical or having a negative impact on the world (negative screening).

From 2021, we made a move to focus the majority of our efforts on working with organisations that have a positive impact on the world (positive screening), or choosing to work with companies that have a good record for sustainability and ethics.

We will not knowingly work with organisations engaging in contentious activities or working in unethical sectors. This means that we assess potential clients for any concerns around environmental damage, human rights, workers’ rights, fossil fuels, gambling, human trafficking, promoting hate, sexual exploitation, tobacco, weapons, etc.

For guidance on working with us as a client, see our terms of service.


Working with honesty, respect and integrity is one of our core values, so we believe in being authentic in our marketing and transparent about what we do and how we work. That’s why we’ve made a pledge to make The Ethical Move in our marketing.

We build relationships with customers based on trust and integrity, so we believe in honest marketing – no hard sell or hidden costs, no dodgy deals. We don’t use online advertising, preferring to reach new customers through positive PR, networking and organic referrals.

Our ethical marketing principles:


We care about our suppliers. We choose them carefully, and treat them in the way we like to be treated – with honesty and fairness.

We do this in the following ways:

Contracts with suppliers are established on a case-by-case basis. Suppliers are assessed for their alignment to our values, and are asked to consider the following when supplying us with goods and services:

For guidance on supplying services to us, see our terms for suppliers.


We value transparency in our clients and suppliers, not least when it comes to finance. The gap between us and where our money goes is often wide, and that makes us uncomfortable. For example, the world is facing a climate emergency, yet trillions of pounds are still being pumped into the companies fuelling the crisis.

We commit to using our money for good, and have taken the following actions:


We will never donate to a political party or politician. Workers are not discouraged from having political opinion or discussion, and they are free to support a chosen political party as individuals.

Bribery and corruption

We have a zero-tolerance policy towards bribery and corruption. We are committed to acting fairly and with integrity in all of our business dealings and relationships.

We reduce the risk of bribery and corruption by taking precautions with sensitive data and keeping appropriate and accurate records of all dealings with third parties. We take data protection seriously, encrypting sensitive data and restricting access to information to only those who need it to provide our services.

We will not:

We do not accept any type of gift (including free goods or services) or offer of hospitality that may entail an act of bribery, corruption or some other conflict of interest. Generally, any gift must be given for an appropriate reason and at an appropriate time.


We aim to provide a work environment that:

Modern slavery

We are committed to combatting slavery and human trafficking in its business and supply chains.

As our business has a turnover of less than £36 million, we do not have a legal obligation to produce a modern slavery statement. However:

We have examined our business activities and those of our suppliers and we confirm the following:

Should things go wrong

We aim to always provide an excellent service that results in positive outcomes. If we get it wrong, we want to hear about it so that we can put things right and learn to do better in the future.

If things do go wrong while working with you, we’ll own that and we promise to work with you to find an appropriate way to make it up to you. If you’re unhappy with our service or the way a member of our team has behaved, please tell us.

See our complaints policy to find out how we handle complaints in a fair, consistent and timely fashion.