Honesty and trustworthiness is the core norm of fund professional ethics. Honesty and trustworthiness is the core norm of fund professional ethics. The essence of fund industry is asset management industry, and the confidence and trust of investors are the foundation to support the existence of fund market and the development of fund industry. Honest and trustworthy, sincere and upright, it seems that a promise is as good as a promise. It is the core norm of fund professional ethics. Practitioners of professional prudential funds shall have professional skills suitable for their professional activities.