The W ord-of-M outh M arketing Association announced a set of rules and guidelines for word-of-m outh advertising. The trade group m aintains that m arketers m ust make sure that people talking up products or services disclose for w hom they work. They also m ust use real consum ers, not actors, who discuss what they really believe about a p ro d u ct.135 The rules were prom pted by several controversial incidents, such as a cam paign the U.S. arm of Sony Ericsson Mobile Com m unications created for a cam era phone. The com pany hired