TO observe the highest standards of integrity in all transactions, avoiding the use of false, confusing, inaccurate or misleading terms, descriptions, and claims.
TO maintain a dignity of manner in behavior, in the presentation of services, in all forms of public contact, including personal appearance and that of the studio or place of business.
TO endeavor to produce images of a quality equal or superior to the samples on display, to provide the best possible photographic services, and to raise the general standard of photographic craftsmanship.
TO assist and cooperate with fellow professional image makers by sharing knowledge or aiding in any difficulties.