• (a) To serve the bereaved (family members & next-of-kin of the deceased) with an informed understanding of the bereavement process.
  (b) To place the interests of the public (the bereaved) before the profit motive.
  (c) Serving with utmost solemnity, sensitivity and the appropriate show of respect for the wishes of the bereaved and the memory of the deceased.
  (d) Serving the community by being mindful of public health matters in regard to the provision of the funeral services.
  (e) Showing social responsibility and good business practices.

• Touting or Soliciting
(a) The decision to engage a funeral director should be one made freely by the bereaved family without any enticement by the said funeral director.
(b) The bereaved family may not be approached by a funeral director, representative agents or employees of the said funeral director.
(c) Active solicitation of business from bereaved families is deemed both unethical and unprofessional as defined by the Association.

• Providing advice on available funeral services
(a) Funeral Directors will ensure their staffs are trained to deal with the public competently and professionally at all times.
(b) Bereaved families should be impartially advised of all available services without being exploited during their distressed emotional state.
(c) Funeral Directors should be able to provide for a simple funeral with the most basic necessities unless otherwise requested by the bereaved.
(d) A complete, itemized price list for services should be provided to the bereaved prior to their making a decision.

• Respecting the religious beliefs of the deceased and bereaved family
(a) When providing funeral services, the Funeral Director should be familiar and mindful of the religious practices and customs pertaining to that funeral and seek to facilitate them.
(b) Where the Funeral Service is conducted in a place of worship, the Funeral Director should ensure that the services provided conform with the religious observances of that place of worship.

• Custodial role of Funeral Directors
(a) When Funeral Directors come into possession of the personal effects, valuable or otherwise, as removed from the person of the deceased, they should ensure these items are handed over to the bereaved family as soon as possible.
(b) While still in possession of such items, Funeral Directors stand as Trustees and must ensure these items are held safe from damage or theft until they are handed over to the appropriate next-of-kin or authorized representative of the bereaved family.

• Confidentiality
Funeral Directors must ensure that any information relating to the funeral services provided for the deceased and additional information relating to the deceased and next-of-kin be kept in the strictest confidence.

• Requirements of the Funeral Parlour
(a) When preparing a body for lying in a casket, Funeral Directors must ensure that all services rendered by their employees and sub-contractors be performed with the highest degree of competence, affording the appropriate respect and dignity to the deceased and the bereaved.
(b) Where the body of the deceased is kept at the premises operated as the Funeral Director, the following must be observed:
(i) To afford privacy and quiet to the bereaved family, relatives and friends when they are paying their respects to the deceased, or when viewing the body.
(ii) Maintain the funeral parlour in good condition and ensure that any decorations are appropriately solemn and dignified.

• Transport
When transporting the body of the deceased, the mode of transportation and any accompanying decorations should be dignified and befitting the occasion.
(d) Serving the community by being mindful of public health matters in regard to the provision of the funeral services.
(e) Showing social responsibility and good business practices.

• Advertising

(a) Advertisements announcing the Funeral Directors’ services should be of a tasteful, solemn and dignified tone.
(b) Advertisements should carry text indicating the Funeral Director’s membership in the Association, with the Association logo.

• Public Health Considerations
Funeral Directors should ensure that the body is prepared for viewing such that any by-products of the decomposition process will not pose a threat to the public, in particular those who are present to view the body to pay their respect.