1.1. ATA members commit to uphold the highest standards of conduct in their inbound and outbound telephone communications with consumers, consistent with the following principles:

1.1.1. Be fair, responsible and honest, and follow the standards set forth herein as well as applicable federal and state laws and regulations.

1.1.2. Treat consumers with courtesy, dignity and respect.

1.1.3. Provide accurate information in a clear and understandable manner in all communications with consumers.

1.1.4. Not engage in undue sales pressure or unfair, deceptive or abusive tactics.

1.1.5. Respect consumers' privacy and protect their information in a secure manner.

1.1.6. Provide prompt, high-quality customer service designed to respond to consumers' changing needs and expectations.

For more information about ATA self-regulatory standards that will reshape the industry, please visit www.bryancave.com/ata-sro.