Under English and U.S. common law systems, a seller is generally required to do the following:
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Uphold contracts - Sellers are obligated to adhere to the terms of the contracts they enter into with buyers.
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Tell the truth - Sellers must provide accurate information about their products and cannot engage in deceptive practices.
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Maintain quality - Sellers are expected to provide products that meet reasonable quality standards and align with what is promised in advertising or other communications.
"Stand behind the firm's product" and "Guarantee satisfaction" may be implied expectations but are not universally mandated under common law unless specifically outlined in a warranty or guarantee agreement.