"The Ethics 20 Questions"
Discussion Draft For Public Comment

All Comments

Brian Chmielewski - resortsandlodges.com

In my opinion, questions 17-20 are not appropriate because they attempt to place an ethical standard on organizations rather than the people within those organizations. I believe the onus should always be placed on the individual to perform to standard. In a group setting, individuals can voluntarily weigh their association with others in the group and determine whether their individual reputation is worth the association. The group, as individuals, can voluntarily weigh their association with others. Similar to law, the practice of word-of-mouth marketing should be viewed as a public trust. Individual practitioners are the trustees of a system by which consumers become informed about brands and it is their influence that drives opinions and participation with brands. The individual therefore is responsible for maintaining public confidence by acting competently and with loyalty to the best interests of their profession, the rules and their clients’ reputation.

Further, I recommend that these questions be rewritten in a more affirmative manner, so that they express the standard plainly. For example, #1 would state a clear standard if it were rewritten as: “Word of mouth marketers must fully disclose the nature of their relationships with the public and therefore will use diligence in determining all forms of compensation, incentives, or samples from the third-parties who hire or influence them.”

I think these standards are an excellent idea to raise awareness within the industry and to improve the image of the industry with the public. I applaud everyone who has invested their time and energy.

Brian Chmielewski, Marketing Manager
resortsandlodges.com
www.resortsandlodges.com

November 10, 2006