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.
Sergeyka 5:24 am on July 2, 2009 Permalink
Seems very reasonable to me
Vanyata 4:56 am on July 2, 2009 Permalink
What procedures are in place to flag up the breach of those and what are the consequences?
Aksyusha 8:52 am on July 1, 2009 Permalink
very reasonable to me to, how will we ensure those rules are followed?
Iliya 3:18 pm on June 26, 2009 Permalink
Seems very reasonable to me
Sylwia Presley 6:18 am on December 18, 2008 Permalink
Seems very reasonable to me. Question remains – how will we ensure those rules are followed? What procedures are in place to flag up the breach of those and what are the consequences?