CODE OF ETHICS WORD OF MOUTH (WOMMA)

Code of Ethics word of mouth?  IAKI is in since 2004

The Code of Ethics Word of Mouth (WOMMA) is not new to IAKI. Ever since we began working as an agency of word-of-mouth marketing (WOM marketing), IAKI has always given importance to the question of ethics and professional ethics on the web, pledging to protect both the rights of all parties involved, and consequently the image of the brand and its brand values. Thanks to this philosophy, since 2004 IAKI was admitted and enrolled to the Word of Mouth Marketing Association, the most prestigious and competent international organization for the WOM. Consequently, IAKI is firmly committed to the Code of Ethics of WOMMA Word of Mouth, self-regulatory instrument issued by the association.

Code of Ethics word of mouth of WOMMA

WOMMA published its draft code of ethics for word of mouth marketing on February 9, 2005, a few months after the establishment of the association. In 2010, the Federal Trade Commission has acknowledged the correctness of the principles of WOMMA Code of Ethics, inspired by it to the new regulations: an important recognition of leadership on this issue. WOMMA members believe that this code is key to success but an economic activity that respects ethical principles. The word of mouth marketing has to earn the trust of consumers by protecting their right to honest and transparent communication. Here are the essential points of the WOMMA Code of Ethics, which you can also see the original English version by following the link.

Members of WOMMA share in the following core values:

  • Trust – WOMMA members are committed to engaging in practices and policies that promote an environment of trust between the consumer and marketer.
  • Integrity – WOMMA members pledge to comply with the requirements of applicable laws, regulations, and rules concerning the prevention of unfair, deceptive or misleading advertising and marketing practices. In particular, WOMMA members promote honesty and transparency in their practices and methods, such that all forms of consumer manipulation are rejected. Indeed, advertising is a creative enterprise that strives to convince the consumer that the advertiser’s product or service is necessary and valuable, but in the course of engaging with the consumers, WOMMA members are committed to avoiding consumer deception as an end result of their marketing practices. As a result, WOMMA members engage in practices that are designed to enable the reasonable consumer acting rationally to make better informed purchasing decisions.
  • Respect – WOMMA members promote and abide by practices that focus on consumer welfare. WOMMA members believe that the industry is best served by recognizing that the consumer, not the marketer, is fundamentally in charge and control, and that it is the consumer that defines the terms of the consumer-marketer relationship.
  • Honesty – WOMMA members believe that consumers should be free to form their own opinions and share them in their own words. Simply put, WOMMA members do not support any efforts that tell others what to say or how to say it.
  • Responsibility – WOMMA members believe that working with minors in marketing programs requires sensitivity and care, given their particular vulnerability to manipulation and deception.
  • Privacy – WOMMA members respect the privacy of consumers, and encourages practices that promote the most effective means to promote privacy, such as opt-in and permission standards.

Standards of conduct required of WOMMA members

Standard 1 – Disclosure of identity:  A WOMMA member shall require their  representatives1 to make meaningful disclosures of  their relationships or identities with consumers in relation to the marketing initiatives that could influence a consumer’s purchasing decisions.
Standard 2 – Disclosure of consideration or compensation received:  A WOMMA member shall require their representatives to disclose meaningfully and prominently all forms of consideration or compensation they received from the member, marketer or sponsor of the product or service.  In other words, WOMMA members shall not engage in marketing practices where the marketer/sponsor or its representative provides goods, services, or compensation to the consumer (or communicator) as consideration for recommendations, reviews, or endorsements, unless full, meaningful, and prominent disclosure is provided.
Standard 3 – Disclosure of relationship: A WOMMA member shall require their  representatives involved in a word of mouth initiative to disclose the material aspects of their commercial relationship with a marketer, including the specific type of any remuneration or consideration received.
Standard 4 – Compliance with FTC Guides: A WOMMA member shall comply with the Guides Concerning Use of Endorsements and Testimonials in Advertising promulgated by the Federal Trade Commission.  See 16 C.F.R. §§ 255.0–255.5.
Standard 5 – Genuine honesty in communication: A WOMMA member shall not tell their  representatives what to ultimately state in their communications about a particular product or service, so as to enable the consumer to reflect his or her honest opinions, findings, beliefs, or experiences.
Standard 6 – Respect for venue: A WOMMA member shall respect the rights of any online or offline communications venue (such as a web site, blog, discussion forum, traditional media, and live setting) to create and enforce its own rules as it sees fit.
Standard 7 – Marketing with children and adolescents: A WOMMA member shall not include children under the age of 13 in any of its word of mouth marketing programs or campaigns; and shall comply with all applicable laws dealing with minors and marketing, including the Children’s Online Privacy Protection Act (“COPPA”).  See 16 C.F.R. § 312.
Standard 8 – Compliance with media-specific rules: A WOMMA member shall comply with existing media-specific rules regarding marketing to children.

1 The term “representative” is intended to be construed broadly, so as, for example, to include vendors of marketing initiatives.

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