Rules:

2.1. Members must not exploit the credulity, lack of knowledge or inexperience of any consumer – and take particular care when dealing with children and other vulnerable consumers.

2.2. Members must clearly identify the advertiser on any one-to-one marketing communication that they send or instigate.

Members must provide caller line identification, to which a return call can be made, whenever they undertake any outbound calls.

Members must provide a valid address on any marketing communication, through which the consumer can opt out of future communications.

2.3. Members must not send goods or provide services for which payment is requested to any consumer without first having received an instruction to supply such goods or services.

Members must not demand that any consumer either pay for or return unsolicited products, except for substitute products.

2.4. Members must not misrepresent themselves as carrying out research or a survey when the real purpose of the contact is to sell goods or services, or to solicit donations.

When members collect personal information for the purposes of research or a survey and also intend to use this information for any other purpose, such as to market to the customer, they must make this conspicuously clear.

Members must not adopt high-pressure selling techniques in the course of any contact with any consumer or business.