Updates from December, 2008

• WOMMA Ethics Code Update
  
  

  Paul Rand 4:31 pm on December 23, 2008 | 733 Comments Permalink
  Tags: Ethics (14), paul rand (3), sustainable word of mouth, WOM (11), womma (8), word of mouth marketing (9)

  The following note was sent out to WOMMA members yesterday.  Please comment as well!

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  Is it ethical to target WOM marketing to minors?

  Is it ok to pay bloggers to write about your or your client’s brand?

  Is it ethical to create and maintain multiple online identities when engaging in digital word of mouth marketing?

  These and other questions are at the heart of WOMMA’s Living Ethics project and revisions/update to the WOMMA Ethics Code – regarded as the industry’s standard.

  We held a live ethics session during the WOMMA Marketing Summit in Las Vegas and many people participated. If you’d still like to watch the session, go to http://womma.org and click the link for the Live Ethics Video on the homepage.

  Since getting back to Chicago, we’ve hosted a blog for members and the public to discuss ethical issues in word of mouth marketing and any refinements needed to the Ethics Code.

  Please go to http://womma.org/ethicsreview to make your voice heard in this important discussion. We’ve extended the deadline for comments until January 20, 2009. Revisions to the code will be announced in February 2009.

  Should you have questions about the Living Ethics Project, call WOMMA staff at 312-853-4400 or contact me directly at 312.596.6272 or at prand@zocalogroup.com.

  Have a wonderful holiday!
  Paul M. Rand 

  VP, WOMMA Board of Directors
  Chair, WOMMA Living Ethics Project
  President/CEO – Zócalo Group

   

• Is it ethical to target WOM marketing to minors?
  
  

  Paul Rand 6:58 am on December 17, 2008 | 5 Comments Permalink
  Tags: ethical WOM (3), Ethics (14), Living Ethics (3), Marketing to Minors, WOM (11), womma (8), word of mouth marketing (9)

  One of the more controversial questions posed at the Living Ethics summit involved targeting minors with word of mouth marketing efforts.

  The current WOMMA ethics code re minors is outlined below.  Does this go far enough?  Too far?  Changes needed?

  We manage relationships with minors responsibly

  • We believe that working with minors in word of mouth marketing programs carries important ethical obligations, responsibility, and sensitivity.
  • We stand against the inclusion of children under the age of 13 in any word of mouth marketing program.
  • We comply with all applicable laws dealing with minors and marketing, including COPPA and regulations regarding age restrictions for particular products.
  • We ensure that all of our campaigns comply with existing media-specific rules regarding children, such as day-part restrictions.
   

• General Comments to Ethics Code?
  
  

  Paul Rand 9:32 pm on December 10, 2008 | 3 Comments Permalink
  Tags: Ethics (14), WOM (11), WOM Ethics, word of mouth (4)

  While we explore specific issues related to the Code, are they any “general” comments to the ethics code that should be addressed?