What ethical standard must an agent adhere to when dealing with customers?

An agent must adhere to an honest duty when dealing with customers, as this principle is fundamental in building trust and maintaining ethical standards in business practices. An honest duty emphasizes the importance of providing truthful information and acting with integrity in all interactions with clients. This creates a solid foundation for professional relationships and ensures that customers can rely on the agent’s advice and recommendations.

While transparency in transactions is also significant, as it involves being open about the details of any agreements or dealings, the overarching ethical obligation is more about the general principle of honesty. Maximum profit for the agency and flexibility in negotiations, while relevant to business operations, do not prioritize the ethical relationship between an agent and a customer. The primary focus should always be on placing the customer's interests first and fostering a sense of respect and accountability, which aligns with the honest duty that agents are required to uphold.