New Developments in WOM Ethics!

WOMMA has just announced its support of the principles of new U.K. legislation that makes nondisclosure in word of mouth marketing efforts a criminal offense, and urged U.S. word of mouth marketers to diligently maintain high ethical standards to continue to pre-empt the need for similar U.S. legislation.

On Apr. 2, 2008 the British Institute of Practitioners in Advertising (IPA) detailed the new U.K. law, which states that any commercial message should be immediately identified as such and that “falsely representing oneself as a consumer” is illegal.

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