3 The Word-of-Mouth Marketing Association announced a new set of rules and guidelines for word-of-mouth ad- vertising. The trade group maintains that marketers must make sure that people talking up products or serv- ices disclose for whom they are working. They also must use real consumers, not actors, who discuss what they really believe about a product. 125 The rules were prompted by several controversial incidents, such as a campaign the U.S. arm of Sony Ericsson Mobile Com- munications created for a camera phone. The company hired 60 actors to hang out at tourist attractions and ask unsuspecting passersby to take their pictures with the Sony Ericsson devices. It told the actors to identify themselves only when asked directly. What do you think about "stealth" campaigns such as this? Should mar- keters be required to disclose their true intentions when they try to initiate positive word-of-mouth?