1.0 - Introduction
1.1 In accepting, creating and disseminating Content, the need for protection of consumers is of paramount importance and a relevant consideration. For the purposes of this Code, "consumer" is taken to mean and understood to refer to a person who:
  (a) Acquires or uses goods or services of a kind ordinarily acquired for personal, domestic or household purpose, use or consumption; and
  (b) Does not acquire or use the goods or services, or hold him out as acquiring or using the goods or services, primarily for the purpose of -
    (i) Re-supplying them in trade;
    (ii) Consuming them in the course of manufacturing process; or
    (iii) in the case of goods, repairing or treating, in trade, other goods or fixture on land.

2.0 - Principles
2.1 Consumers have certain rights as users of services provided by service providers and that such rights must be upheld and observed.
2.2 In creating and providing content in the context of this Content Code, it must always be in the basis, belief and philosophy and rationale that:
  (a) Consumers shall be given sufficient, up to date and accurate information in relation to the provision of and use of any communications and multimedia service;
  (b) Consumers are entitled to a level of service that is of an acceptable standard and quality;
  (c) The meeting of consumer requirements needs to be always be balanced with the service providers' business needs and practices; and
  (d) Consumers and service providers must always deal reasonably with each other.

3.0 - General Guidelines
3.1 The need for and the manner of protecting consumers are already reflected throughout this Content Code. Code Subjects shall follow the guidelines and procedures relevant to the service they provide, keeping in mind the national policy objective of promoting a high level of consumer confidence in service delivery from the industry.
3.2  Child Protection:
In reiterating the importance of protecting young children;
(a) All content must have due regard to the welfare of a child at all times; and
(b) All efforts must be made to ensure that any Content provided will not result in causing, encouraging or promoting physical injury or abuse of a child or expose a child to moral danger.
3.3  Quality and Standards:
Consumers have their expectations of content and related services:


  (i) Consumers should be able to watch shows and view materials without being subject to lengthy commercials that affect the enjoyment of the viewing.
  (ii) Viewing or listening pleasure should not be marred by the dissemination of objectionable or prohibited material. As set out in the General Guidelines under Part 2.
  (iii) Content and materials should not glorify events and occurrence relating to horror, sex and violence unless it is in the context of an actual and real situation.
3.4 Cultural Diversity
Content should respect, protect and promote cultural diversity. Interests of minority and marginalised groups such as the disabled or indigenous peoples should be protected and promoted.
3.5 Diverse cultural content (in terms of variety, mix, timing etc) must be actively promoted to avoid over-commercialisation of information.
3.6 Corrective Measures
Corrective and Counter Advertising should be provided for and detailed rules and regulation drawn up to ensure adequate and effective compliance.