Where the General Public is concerned, the 4As also pledges to observe the following:

• Project a sense of responsibility to consumers and to society.

• Be mindful of public sensitivities before using potentially offensive and distasteful material, to ensure against negative results from their use.

• Not exploit the credulity, lack of knowledge or inexperience of consumers.

• Not condone advertising that is likely to provoke violence, recklessness and anti-social behaviour.

• Be able to substantiate all claims, whether direct or implied, and not mislead by inaccuracy, ambiguity, exaggeration or omission.

• Be responsible in the portrayal of race, age, gender, sexual orientation, disability, traditional values and religion.