BBP system is the finest force for marketplace ethics, operating a range of programs and services to promote ethical business conduct. The programs include dispute resolution processes, voluntary standards and codes of practice, and information and education programs that touch millions of consumers and businesses each year.

The Code of Online Business Practices is designed on the principle of "business to customer" conducts in electronic commerce. These guidelines represent sound online advertising and selling practices that the Best Business Practice ("BBP") and BBPonline believe will enhance customer trust and confidence in online commerce.

The first Code provides enviable standards for e-commerce generally. This Code will be a significant contribution toward effective self-regulation in the public interest. We urge online businesses to comply with the Code and to establish the necessary management procedures that will assure success.

Secondly, it is the foundation for the BBP online Reliability program and all Reliability participants must agree to follow it and to dispute resolution, at the customer's request, for unresolved disputes involving products or services advertised or purchased online. Online businesses that are or become Reliability participants will be able to demonstrate to the public their commitment to the Code's good business practices by displaying the Reliability Seal.

The Code encloses practical, performance-based guidelines, rather than stating methods for achieving the goals that could interfere with particular business models. The Code establishes the goals for the online business; it does not dictate how these goals should be reached or achieved; leaving those decisions up to the online business that knows its business model best. As such, the Code is designed to allow online businesses to take advantage of evolving technology and to promote innovation while adhering to principled business practices that provide truthful and accurate information to online customers.

The Code is a voluntary code that why the term "should" is being used. However, the online business community recommends all provisions for implementation.

E-commerce is developing at a rapid pace and BBP and BBPonline recognize that this Code may need to be modified over time to keep it current with developing technology, new business models, and customer needs. BBB and BBPonline are committed to review the Code and update it as needed.

Online Advertiser: A person or entity acts as an "online advertiser" when it promotes its own goods or services on the Internet. Therefore, code provisions referring to online advertisers apply when the business is acting as an online advertiser for a particular activity. If in certain situations an online advertiser acts as an online merchant, then in those situations, it must also comply with the online merchant Code requirements

Online Merchant: A person or entity acts as an "online merchant" when it offers its own goods and services online and accepts online orders. A business may act as an online merchant in certain situations but not in others. Therefore, Code provisions referring to online merchants apply when the business is acting as an online merchant for a particular activity. All online merchants are also online advertisers and as such, should adhere to online advertiser Code provisions as well.

Purchase: For purposes of this Code, the term "purchase" is intended to be used broadly and is meant to include other transactions, including but not limited to, leasing, licensing or barter.