- Create a community of trustworthy businesses
- Set standards for marketplace trust
- Encourage and support best practices
- Celebrate marketplace role models, and;
- Denounce substandard marketplace behaviour
- High ethical standards of behaviour towards customers, suppliers, shareholders, employees, and communities in which they do business.
- A history and reputation of ethical practices in the marketplace, including acknowledgement by their peers.
- Marketing, advertising, communications, and sales practices which reflect a true presentation of what is being offered in the marketplace.
- Communicate to and train employees in carrying out ethical principles.
- Have been actively in business for at least four years.
- Show no evidence of failure to meet financial obligations.