This week the Institute for Advertising Ethics published their Principles and Practices for Advertising Ethics (available for download). The paper lays out eight main principles that advertisers should follow when presenting information to consumers. With all the changes to technology and media, the paper says that:
The one constant is transparency, and the need to conduct ourselves, our businesses, and our relationships with consumers in a fair, honest and forthright manner.
It goes on to say that the need for transparency is needed more than ever because consumer trust in advertising institutions is eroding. You can view the press release here or download the paper.