The Guild's Principles

Version 3.0, adopted Feb 4 2025

WHEREAS we have seen multiple waves of technology hype { Artificial Intelligence (AI), eXtended Reality (XR), the Metaverse and Spatial Computing } all proclaiming to be the future of Human-Computer Interaction (HCI); and where well-researched ethical principles may help guide development of all HCI for the benefit of consumers and makers alike, we, the domain experts, propose the following principles to guide our field:

BE IT RESOLVED: All Guild members adhere to the following principles both in their professional work and in their interactions with others, including and among Guild members and our agents (any entity acting on our behalf). To the extent that these principles ever come into conflict with each other, we will choose the path of greatest good while also minimizing harm.

We hereby adopt the W3C code of conduct: https://www.w3.org/Consortium/cepc/ and, to the extent possible, adhere to the W3C accessibility guidelines: https://www.w3.org/WAI/standards-guidelines/wcag/

1. Every Person Matters

HCI should be designed to work for everyone. That means it should be:
- Accessible–providing equitable access to everyone, regardless of physical or cognitive abilities, or social and economic challenges
- Fair–unbiased, non-discriminatory, non-exploitive, and has equal opportunity
- Integrated–representation across ability, age, gender, identity, race, religion, nationality
- Special attention should be given to inclusivity for disabled and at-risk individuals (e.g., cognitively impaired or developing minds)
Mutual respect enables safer participation for everyone
The quietest voices are often the most important to hear
The Guild and its members will neither discriminate nor retaliate against anyone on the basis of any jurisdictionally protected category
No person should ever be left behind, sacrificed, scapegoated, or undermined in the pursuit of our goals

2. HCI should prioritize the well-being of humans and their communities reflecting the broader principles of human rights throughout their design and lifecycle

Cognitive liberty is a human right to be free from external manipulation, and to decide for ourselves what to think and do
Privacy is a necessary condition to protect our cognitive liberty
Consumers should have ultimate control over their HCI interactions for their collective benefit
All mainstream HW and SW should ultimately move towards being interoperable, open, and extensible for maximum consumer benefit
Shared virtual spaces should be governed by community standards that are derived from the participants. Companies should support a diversity of such community standards.
These standards should be made clear prior to someone joining a space; and before holding individuals accountable for their compliance
Individuals have a right to present their identity as they decide. Notwithstanding, services may legitimately (if internally) verify a person’s full legal identity for purposes of accountability.

Design and Interaction patterns that trick, confuse or exploit people should be exposed and redesigned for safety.

Manipulation by AI, including exploitation of personal information, represents an asymmetric interaction where the AI has inordinately more power and humans have far fewer defenses, and is therefore unethical.
Presuming end-user "consent" based on coercive contracts of adhesion does not respect individual rights or safety. Long and confusing “Terms of Service” (TOS) or “End User Licence Agreements” (EULAs) are neither informed nor give our true consent.
We must avoid and dismantle harmful interaction patterns affecting social development, including grooming, exploitation, harassment, and psychological addiction enabled by our products
We should fight misinformation with better informed facts and reasoning, and avoid supporting systems that promote misinformation.

4. People have the right to know and control how their personal information (e.g., surveillance, sousveillance, egocentric, biometric data) is collected and used.

Companies, services and applications have an obligation to minimize personal data collection and to protect any collected information, subject to informed consent, authentication, authorization, and accounting
This includes the right to inspect or revoke access at any time
All uses of personal data, including by third parties, should be clearly documented and explained for all participants
Still, we believe that some uses of this personal information and metadata are too complex for consumers to give their truly informed consent
Given personal data about our identity or appearance, no one has the right to augment or impersonate anyone else without their consent
Advertising is a form of speech with many protections. Some of us will opt-in to targeted, experiential and immersive ads. Some won’t. We should each be given a clear choice in the matter.

5. We should support an economically thriving ecosystem of creatorship (including artists, writers, designers, musicians, programmers, etc…)

This includes protecting existing digital media rights, ensuring creators have appropriate rights to how their work is reproduced, modified, or monetized across XR, AI, and spatial computing platforms.
We recognize that today, everything is essentially a remix and that sufficient transformation of any creative work allows for its free and fair use by others.
We should ideally move towards an open, transparent and sustainable system where new ideas, creations, and expressions are recorded, such that creators and improvers are eligible for compensation and/or credit for any added value.
However, we should balance creator rights with the goal of all creations eventually becoming part of the Creative Commons, of mutual benefit to all, and so constrain intermediate owners (“IP landlords”) who may only monetize other people’s IP without necessarily adding value.
The Guild will not solicit or accept any privileged or proprietary information
We commit to disclosing when AI or external resources are used in our work.
IP arising from work or ideas within the Guild will be made openly available.
The Guild will not facilitate exclusive agreements among companies. We will advocate for broadly pro-consumer policies.

6. We are responsible for our individual decisions and collectively for the field

We have a duty to help mitigate serious problems wherever possible
We must make conscientious decisions about what will be best for consumers, including anticipating potential ethical dilemmas and addressing them proactively
We should seek out and make best use of their feedback and aspirations
Over time, we strive to empower more socially and individually beneficial and eliminate all harmful aspects of our collective work through empathy, curiosity and diligence
We have a duty to alert authorities, companies, and the public of serious health issues, violations of law, privacy or other human or civil rights
When we see opportunities to address inequities—whether geographic, economic, or cultural—we commit to taking meaningful action to close those gaps and foster a more inclusive future.
We are responsible for any agents (entities acting on our behalf) that we may create or invoke.
We commit to future-proofing our technologies, practices, and principles by anticipating and addressing emerging ethical challenges in XR, AI, and spatial computing.
We commit to designing technologies that are resilient, adaptable, sustainable, and aligned with evolving user needs and societal expectations.

We realize that not all employers, companies or co-workers will follow our ethical principles. Our job is to educate and patiently encourage change.
We seek to support our members who espouse ethical principles inside their companies even when they are few in number.
We will avoid publicly shaming companies for their practices, unless the facts are well-established in legal, governmental and/or public domains
We will never ask our members to strike, quit or take direct action that puts any members in jeopardy
We favor speaking with a unified voice, which we understand may require more patience and perseverance than direct action

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1. Every Person Matters

HCI should be designed to work for everyone. That means it should be:

Accessible–providing equitable access to everyone, regardless of physical or cognitive abilities, or social and economic challenges
Fair–unbiased, non-discriminatory, non-exploitive, and has equal opportunity
Integrated–representation across ability, age, gender, identity, race, religion, nationality
Special attention should be given to inclusivity for disabled and at-risk individuals (e.g., cognitively impaired or developing minds)

Mutual respect enables safer participation for everyone

The quietest voices are often the most important to hear

The Guild and its members will neither discriminate nor retaliate against anyone on the basis of any jurisdictionally protected category

No person should ever be left behind, sacrificed, scapegoated, or undermined in the pursuit of our goals

2. HCI should prioritize the well-being of humans and their communities reflecting the broader principles of human rights throughout their design and lifecycle

Cognitive liberty is a human right to be free from external manipulation, and to decide for ourselves what to think and do

Privacy is a necessary condition to protect our cognitive liberty

Consumers should have ultimate control over their HCI interactions for their collective benefit

All mainstream HW and SW should ultimately move towards being interoperable, open, and extensible for maximum consumer benefit

Shared virtual spaces should be governed by community standards that are derived from the participants. Companies should support a diversity of such community standards.

These standards should be made clear prior to someone joining a space; and before holding individuals accountable for their compliance

Individuals have a right to present their identity as they decide. Notwithstanding, services may legitimately (if internally) verify a person’s full legal identity for purposes of accountability.

Design and Interaction patterns that trick, confuse or exploit people should be exposed and redesigned for safety.

Manipulation by AI, including exploitation of personal information, represents an asymmetric interaction where the AI has inordinately more power and humans have far fewer defenses, and is therefore unethical.

Presuming end-user "consent" based on coercive contracts of adhesion does not respect individual rights or safety. Long and confusing “Terms of Service” (TOS) or “End User Licence Agreements” (EULAs) are neither informed nor give our true consent.

We must avoid and dismantle harmful interaction patterns affecting social development, including grooming, exploitation, harassment, and psychological addiction enabled by our products

We should fight misinformation with better informed facts and reasoning, and avoid supporting systems that promote misinformation.

4. People have the right to know and control how their personal information (e.g., surveillance, sousveillance, egocentric, biometric data) is collected and used.

Companies, services and applications have an obligation to minimize personal data collection and to protect any collected information, subject to informed consent, authentication, authorization, and accounting

This includes the right to inspect or revoke access at any time

All uses of personal data, including by third parties, should be clearly documented and explained for all participants

Still, we believe that some uses of this personal information and metadata are too complex for consumers to give their truly informed consent

Given personal data about our identity or appearance, no one has the right to augment or impersonate anyone else without their consent

Advertising is a form of speech with many protections. Some of us will opt-in to targeted, experiential and immersive ads. Some won’t. We should each be given a clear choice in the matter.

5. We should support an economically thriving ecosystem of creatorship (including artists, writers, designers, musicians, programmers, etc…)

This includes protecting existing digital media rights, ensuring creators have appropriate rights to how their work is reproduced, modified, or monetized across XR, AI, and spatial computing platforms.

We recognize that today, everything is essentially a remix and that sufficient transformation of any creative work allows for its free and fair use by others.

We should ideally move towards an open, transparent and sustainable system where new ideas, creations, and expressions are recorded, such that creators and improvers are eligible for compensation and/or credit for any added value.

However, we should balance creator rights with the goal of all creations eventually becoming part of the Creative Commons, of mutual benefit to all, and so constrain intermediate owners (“IP landlords”) who may only monetize other people’s IP without necessarily adding value.

The Guild will not solicit or accept any privileged or proprietary information

We commit to disclosing when AI or external resources are used in our work.

IP arising from work or ideas within the Guild will be made openly available.

The Guild will not facilitate exclusive agreements among companies. We will advocate for broadly pro-consumer policies.

6. We are responsible for our individual decisions and collectively for the field

We have a duty to help mitigate serious problems wherever possible

We must make conscientious decisions about what will be best for consumers, including anticipating potential ethical dilemmas and addressing them proactively

We should seek out and make best use of their feedback and aspirations

Over time, we strive to empower more socially and individually beneficial and eliminate all harmful aspects of our collective work through empathy, curiosity and diligence

We have a duty to alert authorities, companies, and the public of serious health issues, violations of law, privacy or other human or civil rights

When we see opportunities to address inequities—whether geographic, economic, or cultural—we commit to taking meaningful action to close those gaps and foster a more inclusive future.

We are responsible for any agents (entities acting on our behalf) that we may create or invoke.

We commit to future-proofing our technologies, practices, and principles by anticipating and addressing emerging ethical challenges in XR, AI, and spatial computing.

We commit to designing technologies that are resilient, adaptable, sustainable, and aligned with evolving user needs and societal expectations.

7. We strive to share knowledge, foster dialogue and learning, and actively address serious challenges to create a more informed and responsible community.

We realize that not all employers, companies or co-workers will follow our ethical principles. Our job is to educate and patiently encourage change.

We seek to support our members who espouse ethical principles inside their companies even when they are few in number.

We will avoid publicly shaming companies for their practices, unless the facts are well-established in legal, governmental and/or public domains

We will never ask our members to strike, quit or take direct action that puts any members in jeopardy

We favor speaking with a unified voice, which we understand may require more patience and perseverance than direct action

1. Every Person Matters

2. HCI should prioritize the well-being of humans and their communities reflecting the broader principles of human rights throughout their design and lifecycle

Design and Interaction patterns that trick, confuse or exploit people should be exposed and redesigned for safety.

4. People have the right to know and control how their personal information (e.g., surveillance, sousveillance, egocentric, biometric data) is collected and used.

5. We should support an economically thriving ecosystem of creatorship (including artists, writers, designers, musicians, programmers, etc…)

6. We are responsible for our individual decisions and collectively for the field

7. We strive to share knowledge, foster dialogue and learning, and actively address serious challenges to create a more informed and responsible community.

1. Every Person Matters

2. HCI should prioritize the well-being of humans and their communities reflecting the broader principles of human rights throughout their design and lifecycle

Design and Interaction patterns that trick, confuse or exploit people should be exposed and redesigned for safety.

4. People have the right to know and control how their personal information (e.g., surveillance, sousveillance, egocentric, biometric data) is collected and used.

5. We should support an economically thriving ecosystem of creatorship (including artists, writers, designers, musicians, programmers, etc…)

6. We are responsible for our individual decisions and collectively for the field

7. We strive to share knowledge, foster dialogue and learning, and actively address serious challenges to create a more informed and responsible community.