This question fits any type of work and is an excellent question!
From Merriam Webster:
" conforming to accepted standards of conduct "
In the past, when I worked in sales, I made a commitment to never mislead a customer into believing they were getting more than they were promised. There were many times at the end of the month that I had sold less contracts than the others, but I ALWAYS held the record for the most customers retained by the company.
HubPages has it's own accepted standards of conduct, such as no spam, adult content, or plagiarism, for example.
Here (online, in Hub pages) I will not copy someone else's articles or work. There are many things that we can write about that can only be written or described one way, but write them in your own words. It's the same idea, people will continue to trust that when they are reading my articles, they are reading truth and genuine articles and hopefully bookmark me. The more follows I gain by this practice, the more often they're read which increases the chances of people finding ads on my pages that interest them and clicking them to learn more.