Standard 2

I find standard 2 to be most important. In order to maintain a trust-based relationship with the consumer, a marketer has to require their representatives to disclose any compensation they're receiving. Part of what is so powerful about word of mouth marketing is the honest opinion-based feedback from peers that resonates with consumers. If representatives are being compensated, they have to disclose it so consumers can consider that when deciding how much power to put behind their words.