1. To conduct your business according to high standards of honesty and fairness and to render that service to your clients that, in the same circumstances, you would apply or demand for yourself.
2. To provide competent and consumer-focused sales and service.
3. To engage in active and fair competition.
4. To provide fair and expeditious handling of client business, complaints and disputes.
5. To provide your clients with advertising and sales materials that have a clear purpose and an honest and fair content.
6. To maintain your competency through continuing education. Being competent means having the skills, knowledge, commitment and attitude to do a professional job as a senior adviser.

Public demand, marketplace complexities, and a firm regulatory environment require strict adherence to market conduct and compliance regulations. Financial advisers must combine high ethical conduct with diligent compliance. Just as ethical conduct alone is not enough, compliance alone is not enough either; compliance regulations present only a bare minimum.