Five basic principles drive the Code of Online Business Practices:
- 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.
- 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.
- 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.
- 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. Specifically, they should adhere to the CARU Self-Regulatory Guidelines for Children’s Advertising.