The provider must ensure that accredited continuing education serves the needs of patients and the public. The provider must also present learners with only accurate, balanced, scientifically justified recommendations and assure healthcare professionals and teams that they can trust accredited continuing education to help them deliver safe, effective, cost-effective, compassionate care that is based on best practice and evidence. Finally, the provider must create a clear, unbridgeable separation between accredited continuing education and marketing and sales.