National
Institute on Media and the Family:
Word of Mouth Marketing
Association's Code of Ethics Neglects Parental
Involvement
"Buzzploitation"
of Minors Raises Serious Safety and Ethical
Issues
(MINNEAPOLIS) - The
National Institute on Media and the Family
today called on the Word of Mouth Marketing
Association (WOMMA) to revise its Word
of Mouth Marketing Code of Ethics to prohibit
the exploitation of minors in word of mouth
campaigns. Specifically, the Institute calls
on WOMMA to require parental notification/consent
when engaging children aged 13 to 16 in word
of mouth campaigns.
To address the increasing use of
Internet marketing firms engaging minors in sophisticated
word of mouth campaigns, the National Institute
on Media and the Family launched an investigation
into whether some Internet marketers are exploiting
young people and possibly exposing them to adult-oriented
concepts and products. By recruiting minors for
online viral advertising campaigns, marketers
sometimes expose them and their friends to sexually
explicit information, age inappropriate language,
sexual images and even open the virtual door to
predatory adults who use the Internet to stalk
children.
"The National Institute on
Media and the Family knows the meaning of 'buzzploitation'
- Internet marketers whispering into children's
ears without their parent's permission,"
said Dr. David Walsh, the Institute's president
and founder. "Through our ongoing investigation,
we also know children engaged in some word of
mouth campaigns are being exposed to inappropriate
language and images and may be sharing their personal
information with strangers."
For children's safety, Dr. Walsh
suggested WOMMA add parental notification/consent
to its Word of Mouth Marketing Code of Ethics.
"WOMMA is leaving parents in the dark,"
said Dr. Walsh. "Parents need to know what
their children are seeing and doing online. One
way to make sure children notify their parents
of their involvement in online promotions is to
require parental consent. Otherwise, WOMMA provides
a 'safe harbor' for marketers who seek to exploit
children by allowing their members to hide behind
incomplete and imperfect ethical standards."
The Institute also expressed concerns
that WOMMA's Word of Mouth 101 - An Introduction
to Word of Mouth Marketing, which includes
a section on Unethical Word of Mouth Marketing
Strategies, does not mention the use of minors
in word of mouth campaigns.
"No one would deny that putting
children at risk is an unethical business practice
and should be identified as such by the word of
mouth marketing industry," said Dr. Walsh.
"WOMMA needs to make clear to its members
that exploitation of children is an unethical
business practice and will not be tolerated."
Last fall, the Institute asked one
of the founding companies of WOMMA, BzzAgent,
to address its policy of suggesting to their "agents"
that they be "discreet" in telling friends
and family members what they are doing as an "agent"
for the marketer. After assurances from BzzAgent
that their policy would change, the Institute
has found that the company continues to mail welcoming
packages to new "agents" with the exact
same suggestions on using discretion when it comes
to telling others about their relationship to
the marketer.
"It is shameful WOMMA seeks
to market itself in its Word of Mouth 101
with self-aggrandizing statements akin to 'we're
the good guys committed to protecting consumers
with strong ethical guidelines' when, in practice,
it turns a blind eye to the unethical practices
of its own members," added Steve Collins,
President and CEO of Martin|Williams, a Minneapolis-based
advertising firm. "Turning that blind eye
is not only beyond cynical; it poses a real threat
to both parents and minors."
