5. Exhibitions and their contents should be accurately represented to the public and made accessible to all audiences.

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It is difficult to ascertain what an exhibition is and contains without attending and the scope of an exhibition cannot be shown in a press release of advert. Despite this, some shows fall short of accurately depicting their content which can alienate audiences due to sensitive topics or not feeling properly represented. Marketing and press should be used to explain the purpose of an exhibition, and this should be developed by a diverse range of people to reach diverse audiences. The marketing should show what has provoked the exhibition, why it is relevant and important, who is involved and what it aims to achieve. To compliment this, exhibitions can be interactive in the events that advertise and promote them, such as Q&A sessions, opportunities to meet artists and transparency in the development and curatational work for the exhibition (Carroll, 2024).