internationally recognised good practice governing advertisement Content disseminated by the electronic media. 2.2 The Malaysian advertising fraternity recognises that creative freedom carries with it the responsibility of ensuring that the rights of its audiences are protected. 2.3 This Part, in addition to the recommended guidelines in this Content Code, serves as a guide towards upholding the high standards expected of the advertising service industry in a practical and commercially feasible manner and at the same time foster, promote and encourage its development. 3.0 Principles 3.1 The following principles shall guide Advertisement Content providers who are affected by and/or are subject to this Part of the Code : (a) All advertisements must conform with this part and to the general guidelines on Content. (b) All advertisements should be legal, decent, honest and truthful. (c) All advertisements should be prepared with a sense of responsibility to consumers and to society. (d) All advertisements should respect the principles of fair competition generally accepted in business. 4.0 Specific Guidelines 4.1 By way of amplification of the scope, objectives and principles the following specific guidelines shall apply to advertisements. (i) Legality Advertisers have primary responsibility for ensuring that their advertisements comply with the law and should not incite anyone to break it. 21