For fair marketing, factual and unbiased information and fair contractual practices to be understood by consumers, detailed information about products and services must always be provided. This will allow consumers to compare the characteristics of different products and services, making informed decisions about possible purchases or consumption. 

They aim to protect the legitimate interests, the contractual processes, of both consumers and suppliers by mitigating imbalances in negotiating power between the parties. They may involve the provision of information on social, environmental and economic impacts throughout the value chain and life cycle. Information on products and services made available by suppliers plays an important role in purchasing decisions, as the only data readily available to consumers may be in the information made available.

Marketing, unfair, incomplete, misleading or misrepresented information may result in the purchase of products and services for which the consumer has no need, resulting in a waste of money, time and resources and may even be dangerous to the environment or to the consumer. Consumer confidence may also be diminished, with consumers not knowing what or who to believe.