1. Open

Include all submitted evidence relevant to advertising principles that meets scientific standards (objectivity, full disclosure of methods and data, and clear writing).

2. Useful

Provide information and materials likely to be helpful to practitioners, teachers and researchers.

3. Timely

List new information as soon as it becomes available.

4. Objective

Rely on evidence rather than on opinions. Avoid puffery and endorsing particular products.

5. Understandable

Ensure that normal human beings can make sense of the site’s content.

6. Civil

Maintain a courteous tone.

7. Free

Provide core content as a public service.