Mommy Bloggers Launch Content Integrity Organization

Former Ad Agency Exec Plays Major Role

Produced by Hoag Levins
Published: July 27, 2009

Former ad agency executive Liz Gumbinner is one of the four organizers of the "Blog With Integrity" program.

NEW YORK (AdAge.com) -- Fed up with bad press and wary of the Federal Trade Commission's intentions, a new organization of mommy bloggers is on the offensive. Their new initiative offers something like the Good Housekeeping Seal of Approval for mommy bloggers who operate with journalist-like standards. During the first 24 hours after the web campaign was launched, more than 200 bloggers had signed on. One of those behind the effort is blogger Liz Gumbinner, who previously worked for 14 years as a creative director at the David & Goliath and Deutsch ad agencies.

4 Comments

By Benjamin | San Luis Obispo, CA July 27, 2009 05:39:56 pm:

Side note: For some reason I'm averse to watching these videos rather than reading other articles. Anyone feel the same? And are videos mostly done for female-related topics? Or is that just a coincidence? (@bhein)

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By ssanzone | Alexandria, VA July 28, 2009 09:55:31 am:

I agree. Video slows me down. I would rather scan a written article.

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By jenbeee | Bethesda, MD July 28, 2009 01:43:28 pm:

I agree, this is pretty aggravating. I can't really watch videos at work, and I really do want to know more about this. I also wonder why this subject is being treated in such a nonserious manner. Mommy blogs may have a niche audience, but they're a heck of a lot more successful than the local newspaper right now--so you might consider, I don't know, writing a real article about their attempts to set good journalistic standards. And no, I'm not a mommy blogger.

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By WOMMAjohn | Austin, TX July 29, 2009 10:17:49 am:

The Blogging With Integrity code provides good guidance for how bloggers should act ethically. I've pledged to blog by the BWI code. For marketers, businesses, and bloggers ... there is another set of ethical guidelines you should become familiar with. The Word of Mouth Marketing Association (WOMMA) has been providing ethical guidance for both bloggers and companies marketing to bloggers. The most updated WOMMA ETHICS CODE details fundamental do's and don'ts for both marketers and bloggers. Learn more: http://womma.org/ethics

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