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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.
Learn More
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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.
Learn More
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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.
Learn More
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Ethical WOM Resources
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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The WOMMA Guide to Disclosure in Social Media Marketing
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.
Learn More
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Final Submission Deadline is Sept. 17!
Time to put your WOM on the line and prove you are a master in word of mouth. The WOMMY Awards are the only industry awards that focus solely on WOM. Enter to win in one of the eight WOMMY categories. This year, we are featuring two new award categories: Social Media, and Innovation.
Current Entrants Include: P&G, 360i, Weber Shandwick, 1000heads, Wanda Digital, Beck AG, BBH New York, and more.
Think you have what it takes?
Learn more here and enter today!
Read the insider tips here.
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Before you leave, make sure you see these. |
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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 WOM campaigns. Stand on the shoulders of these giants, use their lessons learned, and grow your WOM knowledge.
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Random House - Random Buzzers Teen Community
In 2007, Affinitive worked with Random House on a “pilot” program to help promote a teen-oriented book for an unknown, first-time author. Based on the success of the program and demonstrated passion of teen readers, the program was expanded and “Random Buzzers” was launched.... more.. |
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ABC Studios Advisory Panel: It’s Emmy Time!
ABC Studios had been working with Passenger’s customer collaboration platform and client services team to build and grow a private online community around fans of existing and new shows. The goal was to give producers and executives an opportunity to directly connect with viewers, engaging them in ongoing dialogue and incorporating that voice into the development of their shows... more.. |
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