IAB’s affiliate marketing council launches code of best practice

UK affiliate networks collaborate to combat misuse of online Voucher Codes.

Tuesday, 11 November 2008

The Internet Advertising Bureau (IAB) and its affiliate marketing council (AMC) have established a code of best practice for the use of online Voucher Codes.

To come into effect on 1 January 2009, the Code has been created in response to a growing need for stricter guidelines in the area, and following reports that some voucher code sites are not adhering to best practice and are putting brands’ affiliate campaigns at risk.

The AMC boasts representatives from across the affiliate industry, and was established to further educate the industry about affiliate marketing, provide guidance materials for advertisers and establish best practice guidelines to reinforce the integrity of the industry.

At a meeting of the main UK networks held on 5 November, agreement was reached on a set of key criteria which will make up the Code, with an ongoing commitment to tighten these as the industry grows. The networks signing up to this code are: Affiliate Window, Affilinet, Commission Junction UK, DGM-UK, LinkShare UK, TradeDoubler, Platform-A’s buy.at, Premier Affiliate Network, Webgains and Zanox.

Networks signing up to Voucher Code best practice agree that they will jointly enforce the code of conduct by not working with affiliates who do not comply with the following:

• Using 'Click to Reveal' when there is no valid or current code present is not permitted of affiliate publishers including using 'Click to Reveal' to show any deals/offers/sales instead of vouchers.

• Voucher code affiliate publishers must clearly detail the voucher offer that will be revealed by the click.

• A valid code is defined as a code that has been legitimately issued by a merchant for use online. This code will have an activation date and where necessary a deactivation date.

• Voucher code directories must contain clear categorization and separation between deals/offers/sales and discount codes.

Ben Wood, chair of the AMC, said: “The swift action the Council has taken in response to growing concerns surrounding voucher code misuse has been a testament to not just the networks who will enforce the code, but all parties involved. This has been a collaborative process between voucher code affiliates, merchants, agencies and networks, all working towards instilling best practice throughout the industry.”

Dan Redfearn, membership manager at the IAB said: “This is a fantastic step forward for the industry and the AMC. The timely and unified action from our member networks further highlights the maturity of the market and reassures merchants of the validity of the affiliate channel.”

For more information please contact amy@iabuk.net