Attention Word-of-Mouth Marketers - FTC Proposing New Guidelines

As a member of the WOMMA (Word-of-Mouth Marketing Association) one of the greatest values they bring to space is not just in evangelizing the best practices, brands, and practitioners of Word of Mouth but also educating on the changing landscape. Last week, WOMMA held a members-exclusive call to discuss their perspective on the FTC Guide Concerning the Use of Endorsements and Testimonials in Advertising.

The key take-aways from this call included the following:

• The FTC is proposing some of the most significant changes and evolutions to the Guide since it was first introduced in 1972. The changes impact everyone in the advertising, marketing, public relations, and WOMM industries. It is critical for our businesses and our clients’ businesses, to truly understand the implications of these changes.
• WOMMA continues to work closely with the FTC to provide feedback and guidance on these areas, particularly in relation to transparency in WOMM and social media and honesty in communication to the consumer. Compliance in these areas is paramount.
• The WOMMA Ethics Code provides a clear and straight forward way to understand and assure adherence to the Guide.

You can download the audio at http://www.womma.org. WOMMA will be holding an Open Call in mid-March for members, member clients and their legal compliance staff to be briefed about what the changes to the Guide mean and how companies can proactively educate their staff. If your not a member of WOMMA, I would strong encourage your brand or agency to join to be kept up to date about the changing landscape.

Blake Cahill
Visible Technologies