The ultimate source of such public trust is the CFP designee s personal integrity. In deciding what is right and just, a CFP designee should rely on his or her integrity as the appropriate touchstone. Integrity demands honesty and candor, which must not be subordinated to personal gain and advantage. Integrity requires a CFP designee to observe not only the letter but also the spirit of this Code. Principle 2 Objectivity A CFP designee shall be objective in providing professional services to clients.
Objectivity requires intellectual honesty and impartiality.
It is an essential quality for any professional. Regardless of the particular service rendered or the capacity in which a CFP designee functions, a CFP designee should protect the integrity of his or her work, maintain objectivity, and avoid subordination of his or her judgment that would be in violation of this Code. Principle 3 Competence A CFP designee shall provide services to clients competently and maintain the necessary knowledge and skill to continue to do so in those areas in which the designee is engaged. One is competent only when he or she has attained and maintained an adequate level of knowledge and skill, and applies that knowledge effectively in providing services to clients. Competence also includes the wisdom to recognize the limitations of that knowledge and when consultation or client referral is appropriate.