A substantial proportion of university students report committing plagiarism and related forms of misconduct. An academic integrity-focused approach to addressing plagiarism emphasises the promotion of positive values alongside education of staff and students about good, and bad, practise in writing, studying and assessment design. The concept was developed many years ago and is seen as desirable, yet it is not clear whether academic integrity features prominently in the education of academics themselves. We analysed source texts for postgraduate certificates in higher education (or equivalent) at UK universities. Overall, academic integrity was poorly addressed in these texts, and the language used ('cheating', 'plagiarism') was not reflective of an academic integrity-based approach. Newer issues, such as the purchasing of custom written assignments (contract cheating), were barely addressed. We conclude that the concept of academic integrity needs to be integrated into mainstream discourse around teaching in UK higher education.