An article in the San Jose Mercury News says IBM will publish official guidelines this week for some 5,000 employees who have presences in Second Life and other virtual worlds, where the company hosts meetings with clients and partners.

The guide will reportedly be a sort of "code of conduct" that will govern avatar behavior and appearance in virtual worlds, and it seems IBM's the first to present such a rule set, keeping in mind that many companies currently use virtual worlds to advertise brands and communicate on behalf of their corporate identity.

While, as the article says, critics are skeptical as to the rules' efficacy-- or their necessity-- IBM execs argue that creating a code of conduct is more like a corporate green light encouraging workers to explore the possibilities of the 3D web.

Seems IBM also hopes to earn money consulting other businesses on virtual worlds strategies. According to the article, IBM executives say clients are already approaching them for assistance crafting their own set of guidelines.

"The 3D Internet will have a big impact on business, on IBM and on our clients, and the only way to figure it out is to use it," said Irving Wladawsky-Berger, chairman emeritus of the IBM Academy of Technology and an engineering advertisement professor at Massachusetts Institute of Technology.

Intel Corp. is also drafting a tip sheet, and apparently plans to offer a voluntary course this year for its employees on the use of blogs, social media sites and virtual worlds.

"For those employees who may be hesitant, guidelines can provide the encouragement and Intel philosophy they need to actually dive in and start anticipating," said Bovara, who maintains Intel's Second Life mailing list.

IBM's rules seem to be mostly common sense-- observe nondisclosure agreements, and refrain from harassing other citizens. While there's no specific dress code, the guidelines suggest employees be "especially sensitive to the appropriateness of your avatar or persona's appearance when you are meeting with IBM clients or conducting IBM business."

"Building a reputation of trust within a virtual world represents a commitment to be truthful and accountable with fellow digital citizens," IBM says. "Dramatically altering, splitting or abandoning your digital persona may be a violation of that trust. ... In the case of a digital persona used for IBM business purposes, it may violate your obligations to IBM."

It's unclear what, if any, repercussions await workers who violate the rules.

[Via San Jose Mercury News/AP]