The DSAI has a Code of Ethics that member companies must agree to abide by. This code sets standards for fair and ethical business practices, such as truthful and non-misleading advertising, protection of consumer privacy, and prompt and fair resolution of consumer complaints.
Direct Selling” means marketing, distribution and sale of goods or providing of services as a part of network of Direct Selling, other than under a pyramid scheme, to the consumers, generally in their houses or at their workplace or through explanation and demonstration of such goods and services at a particular place.
The DSAI acts as a representative and spokesperson for the direct selling industry in India, working to promote the industry's interests and to improve its image.
At the initiation of a sales presentation, Direct Sellers shall, without request, truthfully and clearly identify themselves; the identity of their Company; the nature of their Products; and the purpose of their solicitation to the prospective Consumer.
The Code contains sections entitled “Conduct For the Protection of Consumers,” “Conduct Between Companies and Direct Sellers,” and “Conduct Between Companies.” These three sections address the varying interactions across the spectrum of direct sales. The Code is designed to assist in the satisfaction and protection of Consumers, promote fair competition within the framework of free enterprise and enhance the public image of Direct Selling.