Information is current at the time the material is produced, and can be expected to remain current throughout the time the sponsor distributes it. Points of view are fairly presented. If the subject is controversial, arguments are balanced. Any sponsor bias is clearly stated and references to differing views are made. The materials contain all relevant information and do not deceive or mislead by omission.
Materials are both interesting and understandable.
Word choice, organization and sentence length are suited to the primary target audience. Technical terms are used sparingly and are fully defined. The diversity of our population should be recognized. The name or logo of the business sponsor is used to identify the source of the materials and, if applicable, to provide contacts for further information. Text and illustrations do not contain any of the sponsor's brand names, trademarks, related trade names, or corporate identification.