SOURCE: Word of Mouth Marketing Association

Word of Mouth Marketing Association

November 07, 2011 09:00 ET

Word of Mouth Marketing Association Announces Opening of Annual Living Ethics Project

Living Ethics Project Calls for Review of WOMMA Ethics Code

CHICAGO, IL--(Marketwire - Nov 7, 2011) - The Word of Mouth Marketing Association (WOMMA) today announced the opening of its Living Ethics Project, the annual, innovative review of the WOMMA Ethics Code. The Living Ethics Project is part of WOMMA's continued dedication and leadership in defining and achieving ethical standards in word of mouth marketing industry.

A central mission of WOMMA is to create an environment of trust between consumers and marketers, and the Living Ethics Project seeks active input from the community in order to better achieve this. WOMMA members and the public are asked to go to the Living Ethics Blog from Monday, November 7 to Thursday, January 5, 2012 to submit comments, questions or concerns.

About the Living Ethics Project
WOMMA's Living Ethics Project is the annual review of the WOMMA Ethics Code. The Living Ethics Project asks WOMMA members and the public to provide comments through the Living Ethics Blog about current recommendations and updates to the WOMMA Ethics Code.

The importance of the WOMMA Ethics Code and the Living Ethics Project is noted in the FTC's adoption of WOMMA's suggestion that only "sponsored" communications should fall within the scope of their Guides. Therefore, adherence to the WOMMA Ethics Code is a critical first step for businesses and marketers in complying with the FTC Guides.

"The greatest value we can provide to our 300-plus members is helping them navigate the uncharted waters of social marketing. WOMMA takes great pride in not only equipping members with a venerable compliance 'how-to,' but also in the collaborative way we went about influencing policy, itself," said Paul Rand, Immediate Past President of WOMMA, Moderator of the Living Ethics Blog, and CEO of Zocalo Group.

Hot topics that will be worthy of discussion include but not limited to: disclosure, Q&A websites, and sweepstakes.

The WOMMA Board of Directors will take into consideration all comments and determine if changes need to be made to the WOMMA Ethics Code. Results will be publicly announced to the WOMMA membership via the web site and direct email.


WOMMA,, is the leading trade association in the marketing and advertising industries that focuses on word of mouth, consumer-generated and social media platforms -- or marketing techniques that include buzz, viral, community, and influencer marketing, as well as brand blogging. The organization is committed to developing and maintaining appropriate ethical standards for marketers and advertisers engaging in such marketing practices, identifying meaningful measurement standards for such marketing practices, and defining "best practices" for the industry.

Founded in 2004, WOMMA members include marketers and brands that use word of mouth marketing to reinforce their core customers and to reach out to new consumers, agencies that deliver word of mouth services and technologies, researchers that track the word-of-mouth experience and offline and online practitioners.

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