Article 3 - Basic principles
(1) An advertisement must be legal, decent and the claims must be honest and truthful.
(2) An advertisement must meet legal requirements in all aspects; it cannot encourage to the breech of law.
(3) An advertisement is fair if it meets the legal and ethical norms of fair competition and good business practice.
(4) An advertisement must be prepared with due sense of professional care and on the basis of social responsibility.
(5) An advertisement should not contain statements or audio or visual treatments, nor the impression of the advertisement may offend standards of decency.
(6) In advertising, the moral-ethical standards generally accepted by society and approved by the general public must be kept in mind.
(7) The repugnance showed against a lawfully manufactured, distributed and advertised product or service shall not make the advertisement of it ethically objectionable.
(8) No advertisement may be such as to reduce the reputation of the advertising profession or undermine public confidence in advertising.
(9) The individuals and organizations in the advertising profession - within the framework of the self-regulation of the advertising trade - shall support the freedom of commercial speech at all times.
