The Word of Mouth Marketing Association released its code of conduct today, an industrywide effort to tackle the issue of ethics in word of mouth marketing. The WOMMA Code establishes guidelines and best practices so marketers have a framework with which to plan and execute ethical word of mouth marketing campaigns. At the heart of the Code is what WOMMA calls its Honesty ROI – honest disclosure of relationship, opinion, and identity. This demands that those who are spreading a marketer’s message by “word of mouth” disclose their relationship with marketers in their conversations with other consumers; that they be allowed to form their own honest opinions and let those with whom they’re communicating form their own opinions; and that everyone be transparent and reveal their identity to anyone with whom they’re communicating. Another key provision deals specifically with the issue of marketing to children. In it, WOMMA states that they stand against any word of mouth marketing to children under 13. The code further emphasizes the important responsibilities, sensitivity, and ethical obligations of working with minors. The Code is being released as a draft for public comment as part of WOMMA’s commitment to open, transparent communications. All interested parties are invited to voice their views and contribute to improving this ethical standard. WOMMA has previously emailed more than 1,100 people who expressed interest, inviting them to participate in the discussion. The comment period will remain open for one month, after which a final code will be adopted.
Comments can be submitted at the WOMMA website.
