A licensed tree expert shall pursue all professional endeavors with honesty, integrity, fairness, and professionalism. A licensed tree expert may only take credit for services performed by the licensed tree expert directly or by the licensed tree expert's firm under the licensed tree expert's supervision and direction. A licensed tree expert shall adhere to and maintain standards of professional conduct that reflect in a responsible manner on the profession. A licensed tree expert shall disclose associations with multiple tree care companies to each tree care company for which the licensee provides tree care services or supervision of tree care services.