The document discusses ethics and credibility within the business events industry. It addresses how to instill professional and ethical behavior through transparency, controls, mission statements, policies and procedures. This includes developing a project governance framework that aligns with company values and a project ethics framework. Having clear contracts, codes of conduct, qualifications and selecting professional partners can help. The challenges of potential conflicts of interest, inappropriate relationships, and optimizing objectives in a way that does not consider all stakeholders are also covered.