The Word of Mouth Marketing Association is going to do everything it can "to make it impossible for stealth marketers to exist," promised Andy Sernovitz, outgoing CEO of the organization. "We're going
to starve them out of business," he said Tuesday at the WOMMA conference panel, "Ethics and Disclosure: Safeguards to Protect Your Brand." Sernovitz said it was essential to drum out unethical
marketers from the word-of-mouth marketing space before the practice is grouped under a single undesirable term, the way e-mail marketing became "spam." "Nordstroms,
The New York Times,
porn--you get it on e-mail, it's spam," Sernovitz said. "We don't want that to happen." Sernovitz also revealed that next week, the association will launch an online community for members, where they
will be able to discuss issues facing disciplinary action, including outing marketers that are breaking the rules. -- Tom Siebert
