Word of Mouth Marketing Association releases ethical guidelines

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Chicago—The Word of Mouth Marketing Association on Wednesday released a draft of its code of conduct for word-of-mouth marketing campaigns.

WOMMA's Code is centered on its so-called "Honesty ROI": honest disclosure of relationship, opinion and identity. This requires product advocates to disclose their relationship with marketers in conversations with potential customers; allow those prospects to form their own opinions; and reveal their identity.

The code also emphasizes responsibility, sensitivity and ethical obligations when marketing to children under 13.

The code is being released in draft form for public comment. More information on the code is available at

—Carol Krol

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