The WOMMA Member Ethics Advisory Panel is currently conducting its Annual Ethics Code Review. One item that has come up as been the visibility (or lack thereof) that popular social platforms have been giving to their disclosure policies. Two examples have come up in discussion are Klout.com and Quora.com:
- Klout: as discussed last week in Ad Age (link: http://adage.com/article/digital/freebies-klout-brand-partnerships-ftc/230756/?utm_source=mediaworks&utm_medium=newsletter&utm_campaign=adage), while Klout asks participants in its Perks program to disclose material connections to sponsor brands, it does not actively monitor for non-compliant posts. This could present a liability for sponsor brands.
- Quora: there are many active conversations in Quora about companies and brands, and sometimes the participants are employees of those companies or are otherwise connected. But Quora does not prominently notify users that they should disclose such affiliations. This could create a liability for these companies.
While neither Klout or Quora are members of WOMMA, we think these issues are relevant to our ethics code and our membership. What do you think?
Updates from November, 2011
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WOMMA’s Member Ethics Advisory Panel – Platform
Kristen Smith
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Introduction to the WOMMA Living Ethics Review
Kristen Smith
Dear Members,
WOMMA will announce this week the launch of its annual, innovative, review of the WOMMA Ethics Code, The Living Ethics Project..
WOMMA was founded in 2005 on defining best practices and ethical standards for the word of mouth marketing industry. WOMMA created the Living Ethics Project and is asking its members and the public to drive the conversation, look critically at current business practices, and recommend updates to the Ethics Code.
The importance of the WOMMA Ethics Code and the Living Ethics Project is most notable in the recent announcement of the FTC Guide changes. 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. Therefore, adherence to the WOMMA Ethics Code is a critical first step for businesses and marketers in complying with the updated FTC Guides.
Several fundamental principles of WOMMA’s Ethics Code, such as the importance of transparency, disclosure and honesty across all media, are now required by the FTC. WOMMA believes the updated Guides will usher in a new generation word of mouth of viral and social media marketers who place the highest priority on ethical practices. WOMMA Past President and Living Ethics Blog Moderator Paul Rand explained, “The greatest value we can provide to our 300-plus members is helping them navigate the uncharted waters of social marketing. WOMMA takes great pride in not only equipping members with a venerable compliance ‘how-to,’ but also in the collaborative way we went about influencing policy, itself.”
Members input and guidance is extremely important to ensuring that WOMMA and our Ethics Code continues to be at the forefront of the industry. Members are asked to submit comments, questions or concerns from November 7, 2011 – January 4, 2012.
The Board of Directors of WOMMA will take into consideration all comments submitted as well as general research and trends and determine if changes need to be made to the WOMMA Ethics Code. The result of this will be publicly announced to the WOMMA membership via the web site and direct email. View older responses here.
Should you have questions about the Living Ethics Project, give us at a call at 312-853-4400 or email us at Kristen@womma.org.
Best regards,
The WOMMA Team