The WOMMA Ethics Code
1. Consumer protection and respect are paramount
We respect and promote practices that abide by an understanding that the consumer – not the marketer – is fundamentally in charge, in control, and dictates the terms of the consumer-marketer relationship. We go above and beyond to ensure that consumers are protected at all times.
2. The Honesty ROI: Honesty of Relationship, Opinion, and Identity
Honesty of Relationship
- We practice openness about the relationship between consumers, advocates, and marketers. We encourage word of mouth advocates to disclose their relationship with marketers in their communications with other consumers. We don't tell them specifically what to say, but we do instruct them to be open and honest about any relationship with a marketer and about any products or incentives that they may have received.
- We stand against shill and undercover marketing, whereby people are paid to make recommendations without disclosing their relationship with the marketer.
- We comply with FTC regulations that state: "When there exists a connection between the endorser and the seller of the advertised product which might materially affect the weight or credibility of the endorsement (i.e., the connection is not reasonably expected by the audience) such connection must be fully disclosed."
Honesty of Opinion
- We never tell consumers what to say. People form their own honest opinions, and they decide what to tell others. We provide information, we empower them to share, and we facilitate the process -- but the fundamental communication must be based on the consumers' personal beliefs.
- We comply with FTC regulations regarding testimonials and endorsements, specifically: "Endorsements must always reflect the honest opinions, findings, beliefs, or experience of the endorser. Furthermore, they may not contain any representations which would be deceptive, or could not be substantiated if made directly by the advertiser."
Honesty of Identity
- Clear disclosure of identity is vital to establishing trust and credibility. We do not blur identification in a manner that might confuse or mislead consumers as to the true identity of the individual with whom they are communicating, or instruct or imply that others should do so.
- Campaign organizers should monitor and enforce disclosure of identity. Manner of disclosure can be flexible, based on the context of the communication. Explicit disclosure is not required for an obviously fictional character, but would be required for an artificial identity or corporate representative that could be mistaken for an average consumer.
- We comply with FTC regulations regarding identity in endorsements that state: "Advertisements presenting endorsements by what are represented, directly or by implication, to be "actual consumers'' should utilize actual consumers, in both the audio and video or clearly and conspicuously disclose that the persons in such advertisements are not actual consumers of the advertised product."
- Campaign organizers will disclose their involvement in a campaign when asked by consumers or the media. We will provide contact information upon request.
3. We respect the rules of the venue
We respect the rights of any online or offline communications venue (such as a web site, blog, discussion forum, traditional media, live setting, etc.) to create and enforce its rules as it sees fit. We never create campaigns or encourage behavior that would violate or disrespect those rules.
4. 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.
5. We promote honest downstream communications
Recognizing that we cannot control what real people say or how a message will be presented after multiple generations of conversation, we promote the Honesty ROI in downstream communications. In the context of each program, we instruct advocates about ethical communications and we never instruct or imply that they should engage in any behavior that violates the terms of this code.
6. We protect privacy and permission
We respect the privacy of consumers at all times. All word of mouth marketing programs should be structured using the highest privacy, opt-in, and permission standards, and we comply with all relevant regulations. Any personally identifiable information gathered from consumers through their participation in word of mouth marketing programs should be used only in the confines of that particular program, unless the consumer voluntarily gives us permission to use it for other purposes.