The practices below are unethical practices which WOMMA (Word of Mouth Marketing Association) advises marketers to avoid at all costs:

• Stealth Marketing: Any practice designed to deceive people about the involvement of marketers in a communication.
• Shilling: Paying people to talk about (or promote) a product without disclosing that they are working for the company; impersonating a customer.
• Infiltration: Using fake identities in an online discussion to promote a product; taking over a web site, conversation, or live event against the wishes or rules set by the proprietor.
• Comment Spam: Using automated software to post unrelated or inappropriate comments to blogs or other online communities.
• Defacement: Vandalizing or damaging property to promote a product.
• Spam: Sending bulk or unsolicited email or other messages without clear, voluntary permission.
• Falsification: Knowingly disseminating false or misleading information.

Ethical and responsible word of mouth marketers do not…

• Impersonate people, shill, or hide their identities
• Manipulate or corrupt honest opinions
• Infiltrate, invade, or violate online or offline venues
• Dishonest word of mouth marketing will always be exposed and deplored.