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A trade group and a union are very different concepts. Unions exist to provide collective bargaining power and protect the rights of individual members (webmasters in this case). A trade group's purpose is to ensure the public perception of the industry and consumer confidence remains high, and that it's member base does nothing to damage these assets.
As an example, a sponsor cheating a webmaster would not be an issue a typical trade group would handle as it has little to no impact on the general public. A webmaster spamming a sponsor's program would be an issue for a trade group as that practice damages the industry's reputation. An internal program to monitor members actions, something like a credit rating system for webmasters, sponsors and suppliers, would be something that could be added once a trade group has been established.
I might try to draft a white paper on the topic and see what folks think.
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