The time frame for commenting on the Living Ethics Blog concerning the current WOMMA Ethics Code and Draft Disclosure Document has now concluded. The Board of Directors will take into consideration any and all feedback as provided and determine if changes are needed to the Ethics Code. In addition, the Board and the Members Ethics Advisory Panel will consider comments submitted concerning the draft Disclosure Guideline document and this will be finalized and provided to all WOMMA Members upon completion. If there are any questions or concerns about the overall process and/or status, please do not hesitate to contact Kristen Smith, Executive Director of WOMMA, at 312-853-4400 or Kristen@WOMMA.org.
Latest Updates: Ethics RSS
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Comment Period Concludes
Kristen Smith
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WOMMA Guide to Social Media Disclosure — Feedback Requested
Paul Rand
As most of you know, WOMMA has helped shape and lead the charge for effective and meaningful social media disclosure. The recently introduced FTC Guidelines, in fact, make numerous positive references to WOMMA’s Ethics Code.
As a next step in the process, WOMMA is working to finalize the explicit best practices for social media disclosure for both marketers and bloggers* (like the FTC, WOMMA applies the term “bloggers” to refer to individual posting online content, whatever the channel). Comments will be accepted until January 5 and final guidelines will be submitted shortly thereafter.
Our goals: Facilitate dialog around and provide explicit recommendations around:
- Where and how marketers can effectively and transparently disclose — and be in compliance with FTC Guidelines
- Where and how “bloggers” can effectively and transparently disclose — and be in compliance with FTC Guidelines
WOMMA has been following a very deliberate process to gain membership and industry consensus on these issues
- Began dialog at 2008 WOMMA Summit
- Convened expert panel on transparency and disclosure
- Facilitated discussion on “Living Ethics” blog
- Drafted preliminary disclosure guidelines
- Reviewed preliminary disclosure guidelines at 2009 WOMMA Summit (November 20)
Our next steps are to post current guidelines here on the Living Ethics blog for feedback and then to issue final recommendations.
Please review all of the following information and provide any specific suggestions on what would make the direction either clearer or most consistent.
Key platforms we’re covering:
- Blogs/forums
- Video and photo sharing sites
- Social Networks
- Review Sites
- Other forms of user generated content
Our Guiding Principles:
- Disclosure must be clear and conspicuous
- Language must be unambiguous
- Considerations must be given to targeted consumer
- Disclosure must appear “above the fold”
Marketers’ responsibilities:
- Educate “bloggers” regarding responsibilities
- Educate internal corporate audiences regarding responsibilities: create a “culture of compliance”
- Require disclosure from “bloggers”
- Monitor to ensure disclosure is happening
“Blogger” Responsibilities
- Confirm understanding of responsibilities with marketers
- Disclose all material connections
- Communicate proactively with marketer to demonstrate compliance
Best practices for: Blog Disclosure:
- Editorial blog
- Disclose any product, service or compensation provided by a marketer
- Disclosure requirement:
- As part of editorial copy
- “I received ____ from (company X) as a sample, to review, etc.”
- As part of editorial copy
- Review blog
- Disclose any product, service or compensation provided by a marketer
- Disclosure requirements:
- As part of editorial copy
- “I received (X product or service) from (company X) to review”
- “I was paid by (company X) to review”
- As part of editorial copy
- Create “Disclosure and Relationships” section on web site
Best practices for: Video Sharing Sites
- Video sharing sites
- Disclosure options:
- As part of video content
- “I received (X product or service) from (company X) to review/create this video
- “I was paid by (company X) to review/create this video”
- As part of video description
- As part of video content
- Disclosure options:
Best practices for: Photo Sharing Sites
- Photo sharing sites
- Disclosure requirement:
- As part of photo description
- “I received (X product or service) from (company X) to create this
- “I was paid by (company X) to create this”
- As part of photo description
- Disclosure requirement:
Best practices for: Social Networks
- Social networks:
- Disclosure options:
- As part of photo or video description (see photo and video sharing sites best practices)
- As part of status update
- “I received (X product or service from (company X)
- “I was paid by (company X)
- Create “Disclosures and Relationships” section on profile
- Disclosure options:
Best practices for: Review Sites
- Review sites:
- Disclose any product, service or compensation provided by a marketer
- Disclosure requirements:
- As part of editorial copy
- “I received (X product or service) from (company X) to review”
- I was paid by (company X) to review”
- As part of editorial copy
- Create “Disclosure and Relationship” section on profile of website
Best practices for: Twitter
- Twitter
- Disclosure requirement:
- Must clearly state hash tag within tweet
- #spon or #paid
- Must clearly state hash tag within tweet
- Create link to “Disclosures and Relationships” section on profile
- Disclosure requirement:
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Launch of Annual Review of WOMMA Ethics Code
Kristen Smith
WOMMA is proud to announce the launch of its annual review of the WOMMA Ethics Code, as part of our annual Living Ethics Project.
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 President Elect 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 go to the Living Ethics Blog from November 16 – January 5, 2010 to submit comments, questions or concerns.
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.
Should you have questions about the Living Ethics Project, give us at a call at 312-853-4400 or email us at membership@womma.org.
Best regards,
Kristen L. Smith, CAE
Executive Director, WOMMA