ClickZ reports that a foundation geared to protecting kids from sex, violence and unfettered capitalism launched a trade media campaign attacking the new draft code of ethics put forward by the Word of Mouth Marketing Association (WOMMA). The National Institute on Media and the Family (NIMF) took out ads in AdAge, ClickZ and other industry trades to lobby against what it terms "buzzploitation." The Foundation is pushing for a notification requirement that would make marketers first get permission from parents before involving children in viral marketing campaigns. WOMMA's chief, Andy Sernovitz, told MarketingVOX that NIMF was specifically invited to contribute suggestions in the code's drafting process as early as the fall of 2004, and said it therefor surprised him to find their input take the form of trade advertising campaign. WOMMA's comment period, after which it said it intends to finalize the code of conduct, ends tomorrow.