01 In the Client’s Best Interest.

We each have a responsibility to ensure that the advice we give is the best we are capable
of. Act in the best interest of your client. Do not tell clients what they want to hear. Tell them
what they need to know. Always recommend what is right for your client, even if it is not in your agency’s best financial interests.

Examples of unethical behaviour:

• Recommending a messaging campaign because of a bulk deal your agency has, even
  though it’s not the best answer to your client’s brief, is unethical.
• Hidden fees are illegal. To know about it and do nothing is unethical.
• Defending a poorly performing campaign is unethical.

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