By Peter Berton

CANOGA PARK, Calif. – Protecting the public, children and sex performers; following safe work practices and respecting the privacy of consumers — these are just some of the adult industry best practices outlined in the Free Speech Coalition’s Code of Ethics. Available online, the code is designed to improve the adult industry’s professionalism and enhance its reputation with the public.

YNOT.com spoke with Joanne Cachapero, the trade association’s communication and membership director, to get a more in-depth look at the rationale and implementation of the code, and what it means for those both inside and outside the industry.

YNOT: What is the FSC Code of Ethics?

Joanne Cachapero: The FSC Code of Ethics is a set of better business standards. For adult businesses that agree to adhere to the guidelines, it’s a way to have a solid foundation to build on. Responsible managers can use the CoE to develop their policies for everything from copyright infringement to performer privacy and rights, to protecting minors and much more.

The CoE was created some time ago by FSC board members who worked diligently to outline recommendations for standards and practices specifically for adult businesses.

The Code of Ethics program and the “seal of approval” that comes with it comprise a simple, visual sign for consumers that they’re dealing with a responsible, legitimate adult business. Though the adult industry has been “mainstreamed,” there are still people distrustful of adult product vendors or any adult product.

What was the impetus behind creating the code?

The FSC recognized that most adult business people were doing good, responsible business, but the industry overall still had a reputation for being shady and sleazy. Introducing a code of ethics is one way to confront false stereotypes.

What is the FSC’s goal for the CoE?

The goal of the CoE is to encourage FSC members and others in the adult industry to evaluate their business practices and adopt the guidelines offered. We’re urging adult industry businesses to follow the Code of Ethics not only to provide a better experience for their customers, but also for their colleagues and employees.

It’s all part of being a good corporate citizen: treating your customers right, making sure you offer great products, taking good care of employees and co-workers, and recognizing others’ rights. Observing the CoE guidelines should lead to a better business environment, happier co-workers and, eventually, increased public awareness of adult products.

How can adult industry members comply with the guidelines?

Sections 3 and 4 offer guidelines specific to the content-production side of the industry, but many guidelines in the CoE apply to any type of business, including mainstream businesses.

As part of the Code of Ethics program, FSC will be creating a short trailer content producers and distributors can share on their websites and DVDs. The trailer shows the CoE seal and a brief message affirming the maker of the content agrees to uphold better business practices and industry standards. For online content producers or other websites, we’ve got a seal of approval button that can go on a site.

How has the industry responded so far?

We’ve rolled the program out quietly, so it’s hard to gauge the reaction.

We’ve been told by several people on the retail and pleasure products side that it would be helpful to have the seal of approval for display in retail stores and also on product packaging, so consumers know they’re dealing with an ethical business and product standards.

Why does the Code of Ethics matter?

The adult industry developed from an illegal business into an extremely successful and lucrative cottage industry, and now the business has become “mainstream” and corporate in many instances — similar to the progression witnessed in many other industries. This has brought new consumers to our products, and new players have entered the industry from diverse non-adult backgrounds.

It makes sense to have a way to let consumers and the public know we have ethical standards and we’re good citizens.

What are FSC’s plans for promoting the code?

One big part of the Code of Ethics program is that program members can offer their customers a free weekly e-newsletter that will include industry news, information about important legislation, and special offers for adult products. So, if a retail store signs up for the program, we’ll send them signage and a coupon they can distribute to consumers, to tell them about the Code of Ethics and ClubFSC.com. If enough retailers promote ClubFSC.com to their customers, it could result in an interesting community of adult consumers receiving the weekly newsletter. All anyone has to do is go to the ClubFSC.com site to sign up.

We had a good crowd for the CoE seminar at a recent trade show. We’re going to a couple of shows this week to promote the program: Phoenix Forum and the International Lingerie Show. I would expect we’ll promote the code at shows through the rest of the year. We’ve also done a bit of print advertising.

Will the code change how the mainstream sees the adult industry?

When I used to work in retail, we had a saying: “If you do a good job, the customer will tell one or two people. Do a bad job, and the customer will tell everybody.” The Code of Ethics program is a way to tell everybody, especially customers and potential customers, that you do business in a responsible way. If enough companies see the value in offering this reassurance to potential customers, then the CoE seal will become an image associated with ethical practices in the adult and pleasure product industries.