Objectivity

Putting the client’s interests ahead of your own.

Objectivity is one of the Principles that must be followed by Certified Financial Planners. It means giving competent service and giving the advice a fiduciary owes his clients. Do not ask your client to purchase the investment that offers you the greatest commission; advise him to buy the investment that’s best for him.

https://accounting.uworld.com/cpa-review/lc/accounting-dictionary/term/objectivity/