But what does the BFA’s Code of Ethics for Franchising really mean to franchisors in 2025? Is it a ‘complete and forget’ exercise or something more important? Pip Wilkins QFP, CEO of the BFA (British Franchise Association) finds out.
Since 1977, the standard-based BFA has been universally recognised as the home of franchising in the UK. At the core of the association is our Code of Ethics for Franchising, that all franchisors must agree to abide by as part of their assessment for membership. The code, available for download on our website is 13 pages of ethical standards and minimum practices for franchisors to abide by.
Premier Education and Radfield Home Care
To fully understand the impact of the code, we asked two highly experienced franchisors, Phil MacKechnie, director of franchise development at Radfield Home Care and Laurence York head of marketing at Premier Education, what BFA membership means to their brands and what they had to demonstrate or change, if anything, to comply with the code?
Stronger systems
Phil said: “The BFA accreditation process was thorough and comprehensive, and we found that the process actually strengthened our internal systems. It ensured we had robust measures in place to maintain high standards, across all aspects of our operations.”
Refinements
Describing the steps they took to ensure compliance Phil explained: “We refined our financial projections to ensure they were up to date, well-evidenced and clearly explained all assumptions, including providing breakdowns of typical costs, realistic timelines to profitability and honest assessments of market opportunities. We documented our support structure, to prove they were genuinely measurable mechanisms, not just marketing claims and reviewed all our franchise agreements, disclosure documents and marketing materials, to ensure they were clear and fair, which helped us eliminate any ambiguity.”
Review and clarification
Laurence talked us through the similar tweaks Premier Education made to their processes and documentation when they became members: “Aligning with the code didn’t mean we had to reinvent our model, but it gave us an external lens through which to refine and reinforce what good franchising should look like. We reviewed our recruitment approach and clarified all our marketing material and onboarding documentation, to ensure they were objective, unambiguous and grounded in verifiable performance, especially around earning potential.”
We asked Phil, when someone invests in one of their franchises, how BFA membership reassures prospective franchisees they are buying into a safe and ethical business?
“A framework we live by”
“It’s quite simple” said Phil, “our BFA membership serves as a powerful third-party validation of our commitment to ethical franchising and provides immediate reassurance that we operate to the highest industry standards and have been independently assessed, against rigorous criteria. It’s more than just a badge; it’s a framework we live by. Being ‘established’ members who joined the BFA in 2016, membership also reinforces our long heritage and shows prospective partners we aren’t just focused on short term gains but on building a sustainable profitable business, that benefits everyone.”
Similarly, 15 years after accreditation, how does Premier Education ensure they continue to meet the BFA’s standards for ethical franchising?
Committed to the Code
Laurence says: “Our commitment to the BFA Code of Ethics is part of how we protect and evolve the brand. We see the Code as a working standard, not a one-off hurdle. As we innovate through digital tools, commercial models, or new revenue streams, we continuously evaluate changes against the principles of good faith, fairness, and franchisee independence. For example, when introducing new tech systems, we test implementation strategies with pilot franchisees and invite network feedback before rollout. This supports the Code’s emphasis on collaboration, safeguarding investment, and developing shared know-how.”
External benchmark
He continued: “Having the BFA Code as an external benchmark is extremely valuable. It gives us a structured ethical framework to test decisions against, especially when balancing network consistency with entrepreneurial autonomy. It’s also useful internally, particularly in onboarding, compliance, and conflict resolution, where the Code provides a neutral reference point that supports trust and transparency. Ultimately, the Code strengthens our governance and helps us stay focused on long-term outcomes for the network.”
We asked if Radfield Home Care also found having the BFA’s framework as a benchmark useful, even after accreditation, and if it helped them stay accountable and continually improving?
Ongoing commitment to ethical practices
Phil said: “Absolutely. The framework provides an excellent ongoing benchmark that helps us maintain our standards and drives continuous improvement. It’s not just a one-time assessment; it’s an ongoing commitment to ethical practice. For instance, when we’re considering new initiatives or changes to our model, we assess them against BFA principles, to ensure they are aligned with ethical franchising practices. When we train our staff, it ensures consistency in the support we offer our network. Membership also helps differentiate us from other brands and provides clear metrics for measuring our performance as a franchisor, from support to transparency in communications. In short, being a member of the BFA aligns perfectly with our values and being voluntary in nature means franchisors like us, choose to exceed minimum standards, creating genuine quality marks rather than regulatory compliance.”
Membership helps achieve goals
Pip Wilkins concluded: “As you can see, from these powerful testimonials, membership of the BFA is far more than a box-ticking exercise; it is a robust set of standards by which franchisors benchmark themselves on a daily basis, to ensure they are offering their franchisees the most ethical and professional franchise opportunity possible. We are delighted that Radfield Home Care and Premier Education find membership so useful and we thank them for their honest and detailed insight. If a brand truly wants to be the best, then BFA membership and our Ethical Code for Franchising will help them achieve their goals and give comfort to prospective franchisees that they are dealing with a professional and ethical brand, that takes standards very seriously.”
To find out more about franchising your business or buying a franchise, please visit our website www.thebfa.org
