Otter Rolls Out Ads w/Western Theme

About a week out from the primary election, Idaho Gov. Butch Otter has launched his first TV campaign commercial, showing him in a cowboy hat, riding a horse, touting tax cuts and explaining how he’s “fought EPA.” “I follow the Code of the West: stay true to your brand and your values,” Otter says in the ad, referring to a cowboy ethics code published in a 2004 book by Wall Street veteran James P. Owen titled, “Cowboy Ethics: What Wall Street Can Learn from the Code of the West.” The ad’s not running in the Spokane TV market, but it’s running across Idaho, the campaign said, including on cable TV in North Idaho. In the 30-second spot, Otter boasts, “I’ve balanced the budget without raising taxes – in fact, I’ve cut taxes $150 million”/ Betsy Russell , SR. More here. (AP file photo: Gov. Butch Otter shown at team-roping event at Pocatello rodeo in 2010)

Question: What exactly is the Code of the West?