Word of Mouth marketing has been gaining ground for some time, and a new UK law will shortly come into force that has implications for marketers adopting the practice.
As discussions about ethical marketing continue to dominate many of the leading IM forums, blogs etc, it is vital that any UK marketer looking to adopt WOM as a practice for clients not only behaves ethically, but also adheres to the law.
Buzz marketing and marketing on social networking sites both fall under the legislation, the Consumer Protection from Unfair Trading Regulations and practioners need to be fully aware of this legislation which came into effect on May 26th 2008 and its impact on already common practices. The effect for clients otherwise could, potentially, be disastrous.
The British Institute of Practioners in Advertising issued a warning to all marketers, who are strongly advised to read about the new law, and to assess whether any of their actions could fall under the remit of this legislation BEFORE the law comes into force.
Further details can be found in this article and for members there is a full briefing on the IPA website.