Principle I: Truthful and Accurate Communications
Online advertisers and merchants 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.
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.
Principle III: Information Practices and Security
Online advertisers and merchants 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.
Principle IV: Customer Satisfaction
Online merchants should seek to ensure their customers are satisfied by honoring their personal information, answering questions, and resolving customer complaints and disputes in a timely and responsive manner.
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.