Do not intentionally use specious, unsupported, or illogical reasoning.
Do not ask your audience to link your ideas or proposal to emotion-laden values, motives, or goals to which it actually is not related.
do not oversimplify complex, gradation-laden situations into simplistic two-valued, either/or, polar views or choices.
Do not pretend certainly where tentativeness and degrees of probaaability would be more accurate.
Do not advocate something in which you do not believe yourself.
Do not make false or misleading statements.
Use testimonials that reflect the real choices of the individuals involved.
Do not make price claims that are misleading.
Claims should be sufficiently supported and not distorted.
Do not be offensive to public decency or to minority segments of the population.