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WOMMA is dedicated to advocating ethical and credible word of mouth. Please use the following ethics code and
other resources to join us in advancing the practice of ethical word of mouth.
The Ethics Code
The Ethics Code is a cornerstone of the principles that built this organization. WOMMA is very proud that
the FTC recognized in their new guide, with no less than ten specific references, the authority and integrity
of the overall WOMMA Code. We strive to provide ethical leadership, and wish to hold our members to
high standards which are integral to maintaining a quality reputation for both our organization, and its
valued members.
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WOMMA Ethics Code Review Process
The Word of Mouth Marketing Association will host a formal annual review process that will be announced
at the beginning of November each year and conclude in February of the immediate following year.
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WOMMA Ethics Code Disciplinary Process
In an effort to ensure our industry remains self-regulating, WOMMA has developed the Membership Ethics
Advisory Panel (MEAP). The MEAP is responsible for reviewing prospective member companies who are
found in the membership application process to have questionable ethical practices as well as review
allegations of unethical WOMM practices from current WOMMA members by other members of WOMMA.
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Ethical WOM Resources
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Social Media Policy Template
WOMMA’s Legal Affairs Committee headed by Tony DiResta, WOMMA General Counsel, created a sample policy to guide companies in creating their own policy.
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FTC Guides Concerning the Use of Endorsements and Testimonials in Advertising
The Federal Trade Commission (FTC) has revised its Guides Concerning the Use of Endorsements and
Testimonials in Advertising. In its commentary, the FTC referenced and adopted WOMMA’s guidance
in several instances, looking favorably upon the Association’s own Ethics Code, and adopting WOMMA’s
suggestion that only “sponsored” communications should fall within the scope of the Guides. To help
manage the flow of constantly updating information, WOMMA has created this resource, updated daily,
to keep you up to date and in the know.
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Social Media Disclosure Guide
The WOMMA Ethics Code is the cornerstone for prudent practices in the WOM industry. In light of the December 2009 effective date of the Federal Trade Commission (FTC) Guides Concerning the Use of Endorsements and Testimonials in Advertising, WOMMA leadership responded to member demand for additional meaningful disclosures for social media marketing. This is a continuation of an effort started in 2008 when WOMMA began formalizing best practices by engaging industry leaders, members, non members, academics and consumers.
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The Ethics Assessment Tool
In an effort to ensure our industry remains self-regulating, WOMMA has developed the Membership Ethics
Advisory Panel (MEAP). The MEAP is responsible for reviewing prospective member companies who are
found in the membership application process to have questionable ethical practices as well as review
allegations of unethical WOMM practices from current WOMMA members by other members of WOMMA.
Learn More
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Honesty ROI
More chatter is happening regarding the Federal Trade Commission’s guidelines on endorsements and
testimonials in online marketing. It’s not an easy topic for us marketers to understand. However, it is something
we will need to understand if physical word-of-mouth and digital word-of-mouth are to remain the most
credible form of advertising.
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Report from the Congressional Research Service
On the regulatory front, the Federal Trade Commission (FTC) released guidelines calling on bloggers to disclose paid product reviews, and in December 2010 recommended a Do Not Track function to allow consumers to prevent advertising and other firms from collecting data about individuals’ online activities. The U.S. Food and Drug Administration (FDA) is examining pharmaceutical marketing in social networks and could propose guidance for online marketing early in 2011. In December 2010, the Department of Commerce Internet Policy Task Force released a paper on commercial privacy issues.
View the report
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Before you leave, make sure you see these.
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This 25-page eBook examines the valuable word of mouth marketing trends presented through case studies and Keynotes at WOMMA Summit 2011.
Download eBook
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Best Practicebook: WOs GuideM in the Customer Contact Center
Read the Guidebook
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Webinar Library
Download podcasts, presentation decks, and watch SlideShares of WOMMA Webinars and Brand Council Webinars.
Visit the Library
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WOM 101
Learn the art and science of creating effective marketing programs that get customers talking.
Download PDF
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Ethics Toolkit
The WOMMA Ethics Toolkit defines best practices, baseline rules, and asks 20 questions to help you ethically comply.
Download PDF
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Learn from the brands and agencies that successfully developed and measured WOMM campaigns. Stand on the shoulders of these giants, use their lessons learned, and grow your WOMM knowledge.
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Building A Loyal Community for the Travel Channel
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ABC Studios Advisory Panel: It’s Emmy Time!
more..
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