WE GIVE YOU OUR WORD

Since it began coping with word of mouth campaigns, IAKI put a special stress on ethical rights and professional deontology.
We give both to consumers and clients our word about the fact that people’s rights will be respected in our WOM campaigns, not only to respect consumers, but also to defend brand image and values.

IAKI COMPLIES WITH WOMMA ETHICS CODE

IAKI is officially member of the Word of Mouth Marketing Association, the most prestigious and competent international organization regulating and promoting WOM.
Consequently, IAKI strictly complies with the Ethics Code published by this organization.

WOMMA ETHICS CODE

WOMMA published its draft Ethics Code for the word of mouth marketing industry on Feb. 9, 2005.
WOMMA members believe this Code is a foundation for an ethical, prosperous industry. To survive and succeed, word of mouth marketing must earn the trust of consumers by protecting their right to open, honest communication.
The essence of the WOMMA Ethics Code comes down to the Honesty ROI:
Honesty of Relationship: You say who you're speaking for.
Honesty of Opinion: You say what you believe.
Honesty of Identity: You never obscure your identity.

FIRST RULE

Consumer protection and respect are paramount. WOMMA respects and promotes practices that abide by an understanding that the consumer – not the marketer – is fundamentally in charge, in control, and dictates the terms of the consumer-marketer relationship. WOMMA goes above and beyond to ensure that consumers are always protected. So does IAKI.

SEXOND RULE - HONESTY OF RELATIONSHIP

Like WOMMA, IAKI practices openness about the relationship between consumers, advocates, and marketers. WOMMA encourages word of mouth advocates to disclose their relationship with marketers in their communications with other consumers. WOMMA doesn't tell them specifically what to say, but it instructs them to be open and honest about any relationship with a marketer and about any products or incentives that they may have received.
WOMMA stands against shill and undercover marketing, whereby people are paid to make recommendations without disclosing their relationship with the marketer.
WOMMA complies with FTC (Federal Trade Commission) regulations that state: “When there exists a connection between the endorser and the seller of the advertised product which might materially affect the weight or credibility of the endorsement (i.e., the connection is not reasonably expected by the audience) such connection must be fully disclosed. In Italy, the equivalent of FTC regulations could be the code published by IAP (Istituto di Autodisciplina Pubblicitaria), regulating Italian advertising since 2006 November, 27. However, this code does not include any rule directly regulating WOM.

SECOND RULE – HONESTY OF OPINION

WOMMA never tells consumers what to say. People form their own honest opinions, and they decide what to tell others. WOMMA provides information, empowers them to share, and facilitates the process, but the fundamental communication must be based on consumers’ personal beliefs.
WOMMA complies with regulations regarding testimonials and endorsements, such as FTP regulations (in Italy, the reference guidelines could derive from the Code published by IAP on 2006 November, 27).
According to FTP, “endorsements must always reflect the honest opinione, findings, beliefs, or experience of the endorser. Furthermore, they may not contain any representations which could be deceptive, or could not be substantiated if made directly by the advertiser.”

SECOND RULE – HONESTY OF IDENTITY

Clear disclosure of identity is vital to establishing trust and credibility. WOMMA does not blur identification in a manner that might confuse or mislead consumers as to the true identity of the individual with whom they are communicating, or instruct or imply that others should do so.
Campaign organizers should monitor and enforce disclosure of identity. Manner of disclosure can be flexible, based on the context of the communication. Explicit disclosure is not required for an obviously fictional character, but would be required for an artificial identity or corporate representative that could be mistaken for an average consumer.
WOMMA complies with FTC regulations regarding identity in endorsements that state: "Advertisements presenting endorsements by what are represented, directly or by implication, to be "actual consumers'' should utilize actual consumers, in both the audio and video or clearly and conspicuously disclose that the persons in such advertisements are not actual consumers of the advertised product."
Campaign organizers will disclose their involvement in a campaign when asked by consumers or the media.

THIRD RULE

WOMMA respects the rules of the venue. It also respects the rights of any online or offline communications venue (such as a web site, blog, discussion forum, traditional media, live setting, etc.) to create and enforce its rules as it sees fit. WOMMA never creates campaigns or encourages behavior that would violate or disrespect those rules.

FOURTH RULE

WOMMA manages relationships with minors responsibly.
It believes that working with minors in word of mouth marketing programs carries important ethical obligations, responsibility, and sensitivity.
WOMMA stands against the inclusion of children under the age of 13 in any word of mouth marketing program.
It complies with all applicable laws dealing with minors and marketing, including COPPA and regulations regarding age restrictions for particular products.
Moreover, WOMMA ensures that all campaigns comply with existing media-specific rules regarding children, such as day-part restrictions.

FIFTH RULE

WOMMA promotes honest downstream communications.
Recognizing that it cannot control what real people say or how a message will be presented after multiple generations of conversation, WOMMA promotes the Honesty ROI in downstream communications. In the context of each program, WOMMA instructs advocates about ethical communications, and it never instructs or implies that they should engage in any behavior that violates the terms of this code.

SIXTH RULE

WOMMA protects privacy and permission.
It respects the privacy of consumers at all times. All word of mouth marketing programs should be structured using the highest privacy, opt-in, and permission standards, and WOMMA complies with all relevant regulations. Any personally identifiable information gathered from consumers through their participation in word of mouth marketing programs should be used only in the confines of that particular program, unless the consumer voluntarily gives us permission to use it for other purposes.