"The Ethics 20 Questions"
Discussion Draft For Public Comment

All Comments

Joe Chernov - BzzAgent

Re: Question #10 (Do we instruct all advocates to repeat these instructions and responsibilities in the downstream conversation?).

Consumers who join word-of-mouth programs should absolutely engage in proactive disclosure. But it seems impractical for companies to require that consumers who have not volunteered to participate in the brand dialogue (but heard about an item as a result of a program) should be held to the same disclosure standard. Perhaps this question should be written to simply encourage participants to urge their friends to tell others that they heard about a product through an organized program?

Joe Chernov, Director of Communications
BzzAgent
www.bzzagent.com

October 31, 2006