All advertising should be legal, decent, honest and truthful.

Every advertisement should be prepared with a due sense of social responsibility and should conform to the principles of fair competition, as generally accepted in business.

No advertisement should be such as to impair public confidence in advertising.

Advertisements should not contain statements or visual presentations which offend prevailing standards of decency.

Advertisements should be so framed as not to abuse the trust of consumers or exploit their lack of experience or knowledge.

Advertisements should not condone any form of discrimination, including that based upon race, national origin, religion, sex or age, nor should they in any way undermine human dignity.

Advertisements should not without justifiable reason play on fear.

Advertisements should not appear to condone or incite violence, nor to encourage unlawful or reprehensible behaviour.

Advertisements should not play on superstition.