The Importance of Ethics in Direct Selling Business Development

Behaving ethically and conducting business with integrity and in compliance with the law is a prerequisite for being a responsible company and building trust with our customers.

The Hong Kong Direct Selling Association (HKDSA) is dedicated to maintaining a high standard of business ethics in order to protect the interests of consumers. The Association recently celebrated its 43rd anniversary luncheon cum symposium. The theme of the symposium was “Ethics: the Cornerstone of Sustainable Business Growth” and the discussion focused on the importance of business ethics in ensuring the sustainable growth of the local direct selling industry.

Hosted by Professor Andrew Chan, President of GBA Business School, guest speakers at the event included Ms. Vivien Chan, founding and senior partner of Vivien Chan & Co.,Ms. Gilly Wong, Chief Executive of the Consumer Council, Mrs. Agnes Koon, former Chairman of the Hong Kong Federation of Insurers, and Mrs. Angela Keung, the current President of the HKDSA.

Ms. Vivien Chan explained that ethical companies enjoy longer-lasting profitability than their peers, while Ms. Gilly Wong pointed out that if direct sellers behave in an unethical way, there will be a negative impact on the industry. She also observed that companies belonging to the HKDSA have seen almost zero complaints, highlighting how the association’s members spare effort in abiding by stringent business ethics. Mrs. Agnes Koon agreed that professionalism and integrity are important for businesses that sell products directly to consumers, saying they can join hands to ensure the sustainable growth of the industry.

In her remarks at the symposium, Mrs. Angela Keung shared how the HKDSA serves to promote and protect the direct selling industry. The code of ethics covers conduct between companies, conduct between companies and direct sellers, and conduct for the protection of customers, addressing the various interactions that take place across the spectrum of direct sales. For example, the direct selling industry introduced consumer protection long before the retail industry. What’s more, if requested upon the termination of a direct seller’s relationship with a company, the company in question shall buy back any resalable products to minimize their investment risk.

The symposium also highlighted how member companies of the HKDSA should conduct their activities in a spirit of fair competition towards other members in order to protect the industry as a whole.