WOMMA announces blog relations guidelines

CHICAGO: The Word of Mouth Marketing Association has issued a proposed draft of its new "Ethical Blogger Contact Guidelines" for public comment. The guidelines come in the form of a 10-item checklist that WOM practitioners should consider when dealing with bloggers. Key items on the list urge full disclosure of affiliations when dealing with bloggers and truthfulness in the content of all communications. They also say that practioners should not "manipulate advertising or affiliate programs to impact blogger income" or "use automated systems for posting comments or distributing information." The draft will be open to public comments until November 14, and a final version will be released on November 28. For more information, see www.womma.org/blogger . Earlier this week, WOMMA put Edelman's membership status "under a 90-day review" in response to the revelations about the agency's undisclosed work on blogs for Wal-Mart. The association said that Edelman must demonstrate it has fixed the problems that led to the fiasco, or face possible penalties up to and including expulsion from the group.

CHICAGO: The Word of Mouth Marketing Association has issued a proposed draft of its new "Ethical Blogger Contact Guidelines" for public comment. The guidelines come in the form of a 10-item checklist that WOM practitioners should consider when dealing with bloggers. Key items on the list urge full disclosure of affiliations when dealing with bloggers and truthfulness in the content of all communications. They also say that practioners should not "manipulate advertising or affiliate programs to impact blogger income" or "use automated systems for posting comments or distributing information." The draft will be open to public comments until November 14, and a final version will be released on November 28. For more information, see www.womma.org/blogger . Earlier this week, WOMMA put Edelman's membership status "under a 90-day review" in response to the revelations about the agency's undisclosed work on blogs for Wal-Mart. The association said that Edelman must demonstrate it has fixed the problems that led to the fiasco, or face possible penalties up to and including expulsion from the group.

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