What do you think are the most important ethical issues relating to Word of Mouth marketing?

I’m chairing a panel on Ethics of Word of Mouth at the CMA’s Word of Mouth Conference next week. The panelists discussing this issue with me will be Malcolm Roberts , President, Smith Roberts Creative Communications and Ross Buchanan, Director, Digital & Relationship Marketing, Molson Canada .

As I prepare for this session, I’d welcome your input.

• What are the major ethical issues confronting the Word of Mouth industry?
• What questions would you put to the panelists and participants?

I’ll use your suggestions and questions at the session. So, please fire away.