Detailing Disclosure

The Word of Mouth Marketing Association has released it’s preferred method of disclosing whether a tweet features content that is being driven as a result of PR or advertising.

WOMMA has proposed #spon for sponsored tweets, #paid for paid tweets and #samp for when the blogger received a sample.

The move comes following the recent FTC ruling which aims to ensure bloggers are clear when they are posting content as a result of being approached by a marketer – quite how to enforce these guidelines hasn’t been worked out yet however.

I think that this is a step in the right direction for the US, and I’ll be interested to see how the UK blogosphere takes up, or doesn’t, the proposed hashtags.

What I’d like to see is the CIPR come in and offer similar guideline for UK PRs who are tweeting about their clients.

Of course this is essentially very simple with many using a variant on (client), but there are the odd tweets where the disclosure is not given from the PR tweeting about their client. This is not only unethical, but also a bit of a kick in the teeth to your followers, and threatens your integrity as a PR.

What do you think? Should there be an industry code introduced, or should PRs be left to their own discretion?


2 thoughts on “Detailing Disclosure

  1. Pingback: The Ticket: Full Disclosure: the Completely True Story of the Marconi-winning Little Ticket, a.k.a., the Station That Got Your Mom to Say ’stay Hard’ | World Online Review

  2. disclosure from PRs is important, especially as many digital PRs now have large amounts of followers and any results gained from their tweets may significantly impact the success of a campaign.

    I normally use the #client tag to signpost that I have a vested interest in some tweets, but think that – as with a lot of PR practises – it should be left to the individual’s discretion.

    In the end, those who instil ethical PR practises will previal.

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