The following statements represent the five principles upon which this Code is based. These principles are:

Principle I: Truthful and Precise Communications. Online advertisers should not engage in deceiving 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 have to 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 should adopt information practices that treat customers' personal information with care. They should post and hold on 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 search for honoring their representations, answering questions, and resolving customer complaints and disputes in a timely and responsive manner satisfy insurances to their customers.

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.