WOMMA Issues Blogging Guidelines For Marketers - 10 Principles for Ethical Marketing Contact

The Word Of Mouth Marketing Association has just announced a new set of guidelines.  Called the WOMMA Ethical Blogger Contract Guidelines, the 10-item checklist aims to help marketers ensure they are always appropriate and ethical when communicating with bloggers.

"It is vital that marketers understand the rules of the road when communicating with bloggers," said WOMMA CEO Andy Sernovitz. "We're committed to making it easy to be ethical."

From the press release (which you can read in full here):

When companies engage with blogs, they are more open, transparent, and accountable. As companies respond to this call to participate, they need clear guidance on the rules of the road.

Marketers who want to join blog conversation must, 1) decide if and when it's appropriate, 2) do it ethically, respectfully, and with good taste. If they choose to engage bloggers, then these guidelines will help them do it right.

Modeled on the WOMMA Ethics guidelines of honesty of relationship, opinion, and identity, this simple tool helps companies educate their entire staff on exactly which behaviors are appropriate.

"It's an easy way to teach your team and to avoid mistakes that will be harmful to your reputation," said David Binkowski, director of online outreach, Hass MS&L, who is co-chair of the project. "Prevention is a powerful protection."

WOMMA  has opened the dialog for public feedback which you can share here.

10 Principles for Ethical Contact by Marketers

• Review these guidelines before initiating any contact with bloggers.
• Share these guidelines with vendors, agencies, and staff.
• Keep disclosure and transparency top of mind.

Remember: Consumers come first, honesty isn't optional, and deception is always exposed.

1. I will always be truthful and will never knowingly relay false information. I will never ask someone else to deceive bloggers for me.
2. I will fully disclose who I am and who I work for (my identity and affiliations) from the very first encounter when communicating with bloggers or commenting on blogs.
3. I will never take action contrary to the boundaries set by bloggers. I will respect all community guidelines regarding posting messages and comments.
4. I will never ask bloggers to lie for me.
5. I will use extreme care when communicating with minors or blogs intended to be read by minors.
6. I will not manipulate advertising or affiliate programs to impact blogger income.
7. I will not use automated systems for posting comments or distributing information.
8. I understand that compensating bloggers may give the appearance of a conflict of interest, and I will therefore fully disclose any and all compensation or incentives.
9. I understand that if I send bloggers products for review, they are not obligated to comment on them. Bloggers can return products at their own discretion.
10. If bloggers write about products I send them, I will proactively ask them to disclose the products’ source.