For magazines to be trusted by consumers and to endure as brands, readers must be assured of their editorial integrity. With that core conviction in mind—and the overwhelming support of its members—the American Society of Magazine Editors has issued guidelines to make sure that the difference between advertising and editorial content is transparent to readers and that there is no advertiser influence or pressure on editorial independence. In this latest edition, we have aimed to make the guidelines easier to understand and to distill them into ten basic statements of principle and practice. ASME will continue to advise editors and publishers about how to interpret the guidelines. Repeated and willful violations will result in public sanction and disqualification from the National Magazine Awards.