In its communication with consumers an organization should: avoid any practice that deceives, misleads, defrauds or is unfair, unclear or ambiguous, leaving out essential information included; share relevant information openly so consumers can find and compare it easily when choosing; make advertising and marketing recognisable as such; state openly the full price and taxes, the terms and conditions, any accessories needed and delivery charges, and for consumer credit the real annual interest rate and APR including all costs, the total to be repaid and the number and dates of instalments; back up its claims when asked; not use words, sound or pictures that reinforce stereotypes about race, gender, disability, religion or personal relationships; put the best interests of vulnerable groups, children included, first in advertising and marketing; at the point of sale, give complete, accurate and comparable information, in official or widely used languages, on every important aspect of what it sells, financial and investment products among them, across the life cycle, key quality features as measured by standardised tests, health and safety matters including hazardous materials, accessibility, and, for distance sales, its location, postal address, phone number and email; and use contracts in clear, readable, understandable language without unfair terms (such as unfair exclusions of liability, one-sided rights to change prices or conditions, shifting the risk of insolvency to the consumer, or excessively long terms), giving clear information on prices, features, terms, conditions, costs, duration and how to cancel.
The graph holds this control, the 0 it maps to, and the evidence behind each claim, over MCP and REST.