Breaking the Code—A Code of Ethics Emerges for Social Media Marketing

In an increasingly social media dominated world where the old “word of mouth” adage has been steroided up with the power of the net, there is a palpable sense that rules and boundaries are needed. Attempting to step into the void, the Word of Mouth Marketing Association (WOMMA) has promulgated a Code of Ethics. That code calls for openness and transparency in the relationship and identity of the parties, the primacy of communications rules, and the protection of privacy and minors. While WOMMA’s code may appear toothless at first blush, it does address certain real world social marketing conduct such as "astroturfing." That’s where a brand will have a few pose online as a mass community of men and women on the street to support its products.