The contract view of a business' responsibilities toward its customers is one of many ethical perspectives regarding the relationship between producer and consumer. The contract view claims that there are four basic duties that a company or business has to its customers.

1. The first duty is to comply with the terms of the sales contract.

2. Second, the company must disclose the nature of the product.

3. Third, the company must avoid misrepresenting the product to the customer.

4. Fourth, the company must avoid using duress and undue influence to manipulate the customer.