We've always thought it was sleazy and unethical not to disclose
commercial messages as such. From fake endorsements on blogs to
in-market shills who promote products without telling people that they
are somehow compensated, non-disclosure has the potential to undermine
the most powerful form of influence available: a true word of mouth
recommendation.
Well, on April 2 2008, the British Institute of Practitioners in Advertising (IPA) highlighted a new U.K. law, which implicitly states that any commercial message should be immediately identified as such and that "falsely representing oneself as a consumer" is illegal.
WOMMA quickly put out an announcement that the law in many ways mirrors the
guidelines in the Ethics Code that WOMMA established in 2005 to help guide ethical conduct by marketers who engage in word of mouth marketing.
Sustainable word of mouth marketing is only achievable when companies and brands genuinely help and encourage consumers to share the good -- and even the not so good -- about their products and services.
Encouraging or even participating in non-disclosed engagement is the equivalent of polluting -- even poisoning -- the word of mouth marketing well. It wouldn't take long for consumers to realize they can't believe a recommendation without checking if it is commercially prompted.
In many ways I'm glad to see the Office of Fair Trading (OFT) for helping implement into law the European Unfair Commercial Practices Directive (UCPD). In other ways, I'm reminded that unethical practices and people exist in every industry -- and sometimes legislation is required. Let's hope U.S. marketers pay attention.
Well, on April 2 2008, the British Institute of Practitioners in Advertising (IPA) highlighted a new U.K. law, which implicitly states that any commercial message should be immediately identified as such and that "falsely representing oneself as a consumer" is illegal.
WOMMA quickly put out an announcement that the law in many ways mirrors the
guidelines in the Ethics Code that WOMMA established in 2005 to help guide ethical conduct by marketers who engage in word of mouth marketing.
Sustainable word of mouth marketing is only achievable when companies and brands genuinely help and encourage consumers to share the good -- and even the not so good -- about their products and services.
Encouraging or even participating in non-disclosed engagement is the equivalent of polluting -- even poisoning -- the word of mouth marketing well. It wouldn't take long for consumers to realize they can't believe a recommendation without checking if it is commercially prompted.
In many ways I'm glad to see the Office of Fair Trading (OFT) for helping implement into law the European Unfair Commercial Practices Directive (UCPD). In other ways, I'm reminded that unethical practices and people exist in every industry -- and sometimes legislation is required. Let's hope U.S. marketers pay attention.
