To align more closely with the new Federal Trade Commission (FTC) guidelines governing endorsements and testimonials, the Word of Mouth Marketing Association (WOMMA) has updated its Code of Ethics - the WOMMA Code. These guidelines help define best practices, unacceptable practices, and baseline rules for WOMMA, the leading voice for ethical and effective word of mouth and social media marketing.
WOMMA's Member Ethics Advisory Panel (MEAP) and its Board of Directors agreed to refine a section of the Code of Ethics to change the following statement:
We stand against marketing practices whereby the consumer is paid cash by the manufacturer, supplier or one of their representatives to make recommendations, reviews or endorsements.
And replace it with the following:
We stand against marketing practices whereby the marketer or its representatives provide goods, services or compensation to the consumer to make recommendations, reviews or endorsements without full, meaningful, and prominent disclosure. (more...)
