Fairness is essential in building trust in the financial sector, which is why the bill seeks to ensure consumers are treated fairly by their financial institutions. The bill introduces a fair conduct principle. It also requires financial institutions to establish, implement, and maintain an effective fair conduct programme. This means financial institutions must turn the fair conduct principle into concrete policies, processes, systems, and controls, to make sure that they are considering consumers' interests as a part of their regular business, and make sure that they are treating them fairly. 