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Summary

  1. Consumer protection and respect are paramount
  2. The Honesty ROI: Honesty of Relationship, Opinion, and Identity
  3. We respect the rules of the venue
  4. We manage relationships with minors responsibly
  5. We promote honest downstream communications
  6. We protect privacy and permission

Purpose

WOMMA members believe this Code is a foundation for an ethical, prosperous industry. To survive and succeed, word of mouth marketing must earn the trust of consumers by protecting their right to open, honest communication.

The WOMMA Code establishes guidelines when planning and executing word of mouth marketing campaigns. Its purpose is to help define best practices, unacceptable practices, and baseline rules of the road. It is a tool for ethical marketers to understand where the lines are drawn and how to do the right thing. Word of mouth that occurs naturally through the process of serving and satisfying customers isn't addressed here, because it is fundamentally genuine.

This is a work in progress. Word of mouth marketing is a new profession, and we are still in the formative stages of this new relationship with consumers. The environment is changing rapidly, the rules are unclear, and ethical practices are still being defined. We will continue to improve the WOMMA Code as the practice of word of mouth marketing evolves.

This is a code that WOMMA members choose to live by. We hope all ethical marketers will do the same.