Principles and Practices

Truthful and Non-Misleading Communications

Advertising, public relations, and other marketing communications professionals should ensure that their advertising is truthful and not misleading, and should not omit, conceal, or obscure material information in ways that manipulate audiences and impair the audience’s ability to make informed choices.

Principle 2.

Substantiation

Advertising claims, whether expressed or implied, must be supported by reasonable proof before they are disseminated in order to ensure that consumers are not misled by unproven or exaggerated assertions.

Principle 3.

Fairness

Advertising professionals should treat consumers fairly and should not engage in dark patterns or any other practice that unfairly manipulates consumers or undermines trust. Understanding that children, the elderly, and other vulnerable audiences may be more susceptible to being deceived or unfairly manipulated, advertising practices should be designed with the intended audience in mind and with the reasonably foreseeable potential harms that could result. The duty of care rises in proportion to the potential for harm.

Principle 4.

Social Responsibility

Advertising should be prepared and disseminated with a due sense of responsibility to society, taking into account its reasonably foreseeable effects on consumers, markets, and the public. It should respect human dignity and should not degrade, demean, or exploit individuals or groups, and should be practiced in ways that support a legitimate, competitive, and well-functioning marketplace and reasonably foreseeable positive outcomes for consumers and society.

Principle 5.

Disclosure

Where the disclosure of additional material terms is necessary in order to prevent a claim from being misleading, those terms should be disclosed clearly and conspicuously in a manner that allows them to be easily seen, read, and understood by the consumers to whom the advertising is directed.

Principle 6.

Transparency

Consumers have a right to know when content is advertising. Advertising and other sponsored content, including communications by influencers and other endorsers, should be clearly identifiable as advertising, including where content is generated, personalized, amplified, or materially shaped by automated or algorithmic systems. Such content should not be created or designed to manipulate or obscure the intent of the communication.

Principle 7.

Privacy

Advertisers should design their advertising and data collection practices with a “privacy by design” mindset, keeping the consumer in mind and ensuring that the privacy and security of consumer data are maintained. Advertisers should collect data only for legitimate and lawful purposes, limit the collection of sensitive data to when absolutely necessary, and retain data only for as long as reasonably necessary. Advertisers should also provide appropriate choices to consumers regarding whether, how, and to what extent their information is collected, used, or shared, and should ensure that those choices are transparent, simple, and respected and disclosed in accordance with all applicable laws and regulations. Advertisers should recognize that consumer consent alone does not eliminate ethical responsibility where data practices create reasonably foreseeable risks of misuse, inference, or unintended harm.

Principle 8.

Voice and Internal Processes

Advertisers, advertising agencies, and other companies that are part of the advertising ecosystem should maintain processes to review communications and practices for ethical risks and to resolve the concerns before they reach the public. They should ensure that when ethical concerns are raised, they are treated seriously and with respect, and that they may be raised without retaliation. Organizations should further ensure that such concerns are addressed in a timely and accountable manner, proportionate to the significance of the risk identified.

Principle 9.

Commercial Relationships

Advertisers, advertising agencies, and other companies that are part of the advertising ecosystem must deal with each other honestly and transparently, ensuring commercial relationships are free of undisclosed conflicts to preserve trust in advertising.

Principle 10.

Lawfulness

Advertisers must ensure that their advertising complies with applicable laws and regulations, recognizing that legal compliance is a minimum standard and that ethical practice requires conduct that sustains integrity and public trust.

Principle 11.

Accountable Self-Regulation

Where credible, independent, and accountable advertising self-regulatory mechanisms exist, advertisers should participate in good faith to address concerns, correct errors, and promote responsible practices, recognizing that such participation helps sustain public trust and the effective functioning of the advertising marketplace. Where such mechanisms are absent, insufficient, or not reasonably accessible, advertisers should support their development or improvement, recognizing that accountable self-regulation strengthens public trust and the long-term functioning of the advertising marketplace.