(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: Example (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. 67