A Collaborative Ethics Document Library
Frequently Asked Questions
1. What is the purpose of this toolkit?
The Ethics Adoption Toolkit is intended for companies that want to make a formal commitment to ethical word of mouth marketing by adopting the WOMMA Ethics Code. The toolkit aims to assist them in creating an ethics policy, and to help them share that policy with their employees, vendors, and customers.
2. Will WOMMA certify my ethics program?
No. Adoption of the WOMMA Ethics Code by way of the Ethics Adoption Toolkit is voluntary. However, companies that have adopted the WOMMA Ethics Code and are not in compliance with it may face penalties, including cancellation of their WOMMA membership.
3. Is the Ethics Adoption Toolkit only for WOMMA members?
The Ethics Adoption Toolkit includes all the pieces -- including sample memos, letters, contracts, press releases, and more -- that a company might need in order to create and implement a formal policy on word of mouth ethics.
4. What "tools" are in the Ethics Adoption Toolkit?
The Ethics Adoption Toolkit includes all the pieces -- including sample memos, letters, contracts, press releases, and more -- that a company might need in order to create and implement a formal policy on word of mouth ethics.
5. Must we use the forms in the Ethics Adoption Toolkit to be considered compliant with the WOMMA Ethics Code?
No. Many companies have adopted the WOMMA Ethics Code without use of this toolkit. Our templates are suggestions and are based on other companies' work in implementing ethics policies and programs. Every company will have to customize the documents within the Ethics Adoption Toolkit in order to fit their unique operational needs.
6. Who created the documents in the Ethics Adoption Toolkit?
The Ethics Adoption Toolkit is a collaborative library of sample documents and policies, hosted by WOMMA but created by real companies drafting real ethics programs.
7. Should I consider the policies outlined in this toolkit absolute rules?
No, they are guidelines. This is a kit designed to help companies identify their own priorities; it is not a strict set of policies.
8. How can I involve my vendors and agencies in my ethics commitment?
One of the most powerful things a company can do is involve its vendors in its efforts to inform the organization about word of mouth ethics. In order to thrive, stealth marketers rely on income from companies paying them to engage in unethical practices. You can do your part to end stealth marketing practices by educating your vendors, and by requiring them to honor the WOMMA Ethics Code in their own operations.
9. Why should my company make a formal commitment to word of mouth ethics?
Formally adopting a word of mouth ethics policy demonstrates your commitment to building both consumer trust and professional credibility, establishing your company as an industry leader that opposes stealth marketing practices.