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Holding ourselves (and our industry) to a higher standard.

The American Advertising Federation drafted the nation’s first ethical standards for our industry and founded the Better Business Bureau of the United States to enforce these standards and self police our industry.

These standards have evolved to be the nation’s leading guidelines for the ethical practice of advertising communication and are maintained by the AAF and the BBB. All members of AAF Indianapolis agree to abide by these standards and guidelines.

AAF Advertising Ethics and Principles


Advertising shall tell the truth, and shall reveal significant facts, the omission of which would mislead the public.


Advertising claims shall be substantiated by evidence in possession of the advertiser and advertising agency, prior to making such claims.


Advertising shall refrain from making false, misleading, or unsubstantiated statements or claims about a competitor or his/her products or services.

Bait Advertising

Advertising shall not offer products or services for sale unless such offer constitutes a bona fide effort to sell the advertising products or services and is not a device to switch consumers to other goods or services, usually higher priced.

Guarantees and Warranties

Advertising of guarantees and warranties shall be explicit, with sufficient information to apprise consumers of their principal terms and limitations or, when space or time restrictions preclude such disclosures, the advertisement should clearly reveal where the full text of the guarantee or warranty can be examined before purchase.

Price Claims

Advertising shall avoid price claims that are false or misleading, or saving claims that do not offer provable savings.


Advertising containing testimonials shall be limited to those of competent witnesses who are reflecting a real and honest opinion or experience.

Taste And Decency

Advertising shall be free of statements, illustrations or implications that are offensive to good taste or public decency.

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