A watchdog group set its sites on WOMMA's newly-announced guidelines for proper word of mouth marketing. In particular, it attacked the lack of a provision for preventing teens from being involved in word of mouth campaigns, according to a MediaPost report. The National Institute on Media and the Family asked that the Word of Mouth Marketing Association increase its recommended age limit from 13 to 16 and to require marketers get written parental permission for those younger. The Institute raised the specter that sexual predators might approach youngsters in campaign-related chat rooms, which the Institute's founder and president suggested for some reason might be more likely to happen than on non-marketer interactive sites.