The following statements represent the five principles upon which this Code is based. These principles should be read in conjunction with the supporting details that are available through the adjacent hyperlinks.

Principle I: Truthful and Accurate Communications.
Online advertisers should not engage in deceptive or misleading practices with regard to any aspect of electronic commerce, including advertising, marketing, or in their use of technology. (Click here for details)

Principle II: Disclosure.
Online merchants should disclose to their customers and prospective customers information about the business, the goods or services available for purchase online, and the transaction itself. (Click here for details)

Principle III: Information Practices and Security.
Online advertisers should adopt information practices that treat customers’ personal information with care. They should post and adhere to a privacy policy based on fair information principles, take appropriate measures to provide adequate security, and respect customers’ preferences regarding unsolicited email. (Click here for details)

Principle IV: Customer Satisfaction.
Online merchants should seek to ensure their customers are satisfied by honoring their representations, answering questions, and resolving customer complaints and disputes in a timely and responsive manner. (Click here for details)

Principle V: Protecting Children.
If online advertisers target children under the age of 13, they should take special care to protect them by recognizing children’s developing cognitive abilities. (Click here for details)