Standard 1: Disclosure of Identity

Standard 1: Disclosure of Identity

I find that standards 1 and 2 go hand in hand with Standard 1 being the foundation for Standard 2. Standard 1 states that "WOMMA members shall require their representatives to make meaningful disclosures of their relationships or identities with consumers in relation to the marketing initiatives that could influence a consumer's purchasing decisions" while standard two is merely an extension of standard 1 requiring representatives to disclose any compensation they may be receiving. These to me from the basis for understanding who and how a word of mouth trail begins. It adds credibility and honesty to the word of mouth marketing we, as consumers, receive because it highlights motive and cause for representative or consumer participation in the word of mouth campaign. To me, this ethical standard is easily equatable to the the short audio blurbs we hear at the end of political advertisements; "this advertisement has been paid for by the committee to reelect...." Knowing whether an ad has been paid for by the rival politician or actually by the local teachers' organization changes our view of the ad's content. As such, standard 1 creates the foundation for our interpretation and value of what we hear through word of mouth.