The courts have evolved and applied certain rules to protect the interest of the consumer, customer or passenger, as the case may be upon whom standard form contracts or exemption clauses are imposed, like reasonable notice should be given, notice should be given, notice should be contemporaneous with contract, theory of fundamental breach, contra proferentem interpretation of the contract, liability in tort, exemption clauses and third parties etc. The contra proferentem rule states, broadly, that where there is doubt about the meaning of the contract, the words will be construed against the person who put them forward. .5.3 Lastly, it is pleaded that by the respondent that the doctrine of Contra Proferentem comes to the aid of the respondent-company, as it clearly stipulates that when a provision of the contract can, the doctrine of Contra proferentem cannot be made applicable to the present case because there is no ambiguity in the terms of the contract.