1. To observe integrity and absolute honesty in all dealings with each other and with the public.

2. To advertise honestly and sell truthfully at all times.

3. To cooperate with each other in an interchange of technical and trade information.

4. To maintain standards of quality in the products and services offered our customers, that will foster the growth and popularity of photography.

5. To work towards a goal that will achieve for the public the maximum value and pleasure from their purchases of photographic equipment and services.

6. To at all times conduct our business relations in an manner calculated to promote the business of photography to higher levels of accomplishment.