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Viral + Buzz Marketing Association

LONDON, Feb. 16 /PRNewswire/ --The Viral + Buzz Marketing Association (VBMA), the world's largest and only international trade organization for the rapidly growing viral, buzz and word of mouth industries, announced today that it supports the Word of Mouth Marketing Association's (WOMMA) public release of its "Ethics Code" last week. The VBMA applauded WOMMA's decision to solicit debate on the document, given its concerns regarding the ethical inconsistencies, limited scope and exclusionary process involved in WOMMA's creation of the Ethics Code to date. The VBMA also encouraged the many viral, buzz and word of mouth practitioners, agencies, marketers and others who are not WOMMA members to express their opinions about the Code.

"WOMMA seems to be attributing a very narrow Ethics Code to an extremely diverse group of practitioners and to a wide range of techniques in the viral, buzz and word of mouth marketing arena," said Justin Kirby, VBMA Founding Member and CEO of UK-based DMC. "One of the main limitations of an industry- wide Code being drafted solely by WOMMA is that they represent only a small sub-section of companies in this sector, many of which are not word of mouth marketing practitioners," noted Kirby.

In an effort to ensure that any discussion and ratification of an Ethics Code in the word of mouth industry is inclusive and representative, the VBMA - - which has 79 members from around the world and 28 in the United States alone -- proposed the formation in December 2004 of an Ethics Coalition with WOMMA and other interested parties, including representatives from the blog community, to discuss a broad range of ethical issues in an open and transparent manner. VBMA's overture and call for openness were rejected outright by WOMMA, which chose instead to draft its own Code without wider industry collaboration.

"It is troubling that WOMMA has thus far held a very non-transparent debate about issues of transparency, honesty and the use of minors in marketing campaigns," said VBMA President, Brian Clark, Founder, President and Chief Production Officer of Florida-based, GMD Studios. "Even more unsettling is that the Code itself seems to offer cover to, and possible exceptions for, the controversial business practices of some companies, including that of WOMMA's Ethics Committee Chairman and a number of other WOMMA members," remarked Clark.

According to the VBMA, the main limitations of WOMMA's Ethics Code are:

* The promotion of an ethical double standard for volunteer agents and
paid agents, in which volunteers are held to a loose, unenforceable
code, which allows for the continued use of deceptive practices against
consumers.

* The absence of real measures to protect minors from exploitation by
marketers.

* The narrow and non-inclusive definition of what constitutes viral, buzz
and word of mouth marketing.


From a consumer perspective, the VBMA expressed concern that the weaknesses and inconsistencies of WOMMA's Code will likely add more confusion to the marketplace. "It's disconcerting that a Code which contains such strong rhetoric in some areas offers potential loopholes to volunteer agents and, especially, to marketers who use minors in viral campaigns," noted VBMA member, Pete Snyder, CEO of Virginia-based New Media Strategies.

Upon the release of the Code on Wednesday, the VBMA extended another invitation to WOMMA to create a joint platform -- in cooperation with other industry advocates and leaders -- where issues such as industry ethics, metrics and definitions can be discussed and, more importantly, ratified and released to the public and the media collaboratively. The VBMA is waiting to receive a firm commitment from WOMMA regarding its participation in said platform.

About The Viral + Buzz Marketing Association

VBMA is the leading international association for viral and buzz marketers. With over 100 members worldwide, it is the largest and only association created and run for viral and buzz marketers, by viral and buzz marketers. Its core aims are: to create international collaborations, swap case studies and develop best practice in the field of viral, buzz and word of mouth marketing; and to connect relevant brands, agencies, experts and academics with each other to encourage constructive dialogue about the industry. Learn more at http://www.vbma.net.

February 16, 2005

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