The Ethics 20 Questions
Discussion Draft For Public Comment
Frequently Asked Questions
1. Is this a final document?
No, this is a draft being circulated for public comment. WOMMA is committed to open, transparent leadership, and is committed to soliciting widespread feedback from all interested parties. Comments can be submitted at www.womma.org/20questions.
2. Are these absolute rules?
No, they are guidelines. This is a tool designed to help you spot potential trouble while there's still time to act. The WOMMA Code of Ethics (www.womma.org/ethics), on which this document is based, contains complete rules.
3. How should this document be used?
- Ask yourself the 20 questions in the early phases of a campaign's conception -- well before the campaign has launched.
- Make vendors/agencies answer the questions before you agree to hire them. Get answers from their subcontractors, too. Demand it in writing. Your reputation is too important not to!
- When red flags are raised -- stop! Assess what damage will be done to your reputation, as well as to consumers, if you continue.
4. How is this document enforced?
Only the government has enforcement power. Instead, WOMMA recommends using market pressure to drive business away from stealth marketing firms and toward honest companies. By asking these questions, you are helping stamp out stealth marketing.
5. An ethically-questionable campaign was launched before I did the assessment. What do I do now?
Take steps to correct the situation immediately. You've taken the first step by identifying and stopping the unethical program. You should follow up by:
- Publicly disclosing what happened
- Implementing procedures to prevent it from happening in the future
- Executing a company-wide ethics training program
We are all learning how to ethically navigate this emerging form of marketing. Mistakes will be made. What you do from this point forward, however, will determine whether you are known as an honest company that made a mistake, or a company that engages in unethical practices.