WOMMA's Practical Ethics Program

10 Principles for Ethical Contact by Marketers
Discussion Draft For Public Comment

Frequently Asked Questions

1. What is the purpose of this document?

This is a tool that helps marketers learn appropriate behavior when communicating with bloggers. It helps companies train their staff on blog ethics. It provide clear, simple guidance on a complicated topic.

2. Is WOMMA regulating blogs?

Absolutely not. WOMMA is in no way making a statement on blogger behavior or attempting to assert authority over the blogosphere. Our job is to educate marketers.

3. Will this code help me maintain my own blog?

No. This document is intended to set standards for marketing to others' blogs, not within one's own blog. It is not a "how to blog" document.

4. Are these absolute rules?

No, they are guidelines. This code helps marketers establish standards of conduct before communicating with bloggers, helping them avoid costly mistakes after.

5. How should this document be used?

• Provide a copy of the Ethical Blogger Contact Guidelines, along with a copy of the WOMMA Ethics Code, to all personnel reading, writing, and commenting on blogs. Anyone on your team who communicates with bloggers needs to read this code.
• Prior to corresponding with a blogger -- online or offline -- review the code's 10 principles.
• Create a monitoring program to ensure that your staff is complying.

6. Who within my company should use this code?

Anyone who may reach out to blogs. Share it with your vendors and agencies, too, as well as with their subcontractors.

7. How does this code help consumers?

This code protects consumers by promoting a standard of disclosure and transparency within the blogosphere. It makes honesty the norm and is intended to reveal, not hide, marketers' involvement and influence in blogs.

8. How will this code help me build better relationships with bloggers?

By asking -- and answering -- ethical questions before contacting bloggers, you protect your company's reputation and bloggers' integrity, building trust and loyalty alike.

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