Council aims to make 100% of the leading voucher code affiliates in the UK fully compliant by April 2009.
The IAB’s Affiliate Market Council (AMC) has updated its best practice guidelines on the use of online voucher codes. Since the guidelines officially came into effect on 1 January 2009, over 95% of publishers are now fully compliant, and the AMC aims to have achieved 100% compliance within the next month.
The revised, stricter guidelines provide more concrete definitions of offers and sales and include further restrictions on the promotion of expired vouchers. It also now includes further information on the compliance procedure, within which all complaints will be upheld by the AMC with its members agreeing upon a course of action, to include suspension from the list of signatories.
The aim of the guidelines is to provide reassurance for merchants wishing to offer codes through the affiliate channel, that they will be presented in a way that does not misinform or confuse the consumer, and will enhance their journey to sale. Following their launch in November last year, the AMC has been working with the leading voucher code affiliates in the UK to ensure that traffic from affiliate sites sent to merchants is not done so in a misleading or confusing way. Following their initial publication, the AMC has received extensive feedback and recommendations from publishers, and plans to tighten the guidelines on an ongoing basis as the industry develops.
In order to further clarify the code and assist affiliates in achieving compliance, the AMC has once again collaborated to further clarify and strengthen the guidelines. All networks signed-up are committed to enforcing the following:
- Affiliates must not use a mechanism whereby users are encouraged to click to interact with content where it is unclear or confusing what the outcome will be. For example:
- Using “click to reveal code” and opening the site when no valid code is present or an offer/deal/sale is presented instead, without this being made clear before the click
- Using “click to copy code” and opening the site when no valid code is available.
- Opening the merchant’s site without making it clear that this will occur
- Voucher code affiliates must clearly detail the nature of the voucher or offer/deal/sale before a user clicks to interact with it (by revealing, copying, visiting the merchant site etc)
- A valid code is defined as a code that has been legitimately issued by a merchant for your use online. This code will have an activation date and, where provided, a deactivation date. When a code has expired it must either be removed or the fact that it has expired must be clearly stated in writing, not simply by listing the expiry date.
- Sites displaying voucher codes must contain clear categorization and separation between deals/offers/sales and voucher codes.
- Any affiliate judged by one of the participating networks to be contravening the code will be referred to the IAB’s Affiliate Marketing Council and all members will agree on a course of action. The discretion of the council will be used when determining what is judged as misleading or confusing and is not confined to the examples above.
With full backing from the wider affiliate industry – including voucher sites and merchants – this initiative is the first of a best practice programme which the AMC aims to implement throughout 2009.
The way the IAB and all the affiliate networks have collaborated together for the benefit of the industry has been refreshing and demonstrates the maturity of the channel. By driving best practice in the industry this will alleviate advertisers increasing concerns, ensure a clear, guided and fuller marketing campaign whilst ensuring the affiliates are adding value to the customer journey.”
- Disciplines & markets
- News & Blogs
- In this section
- Browse all news & blogs
- In this section
- Our story
- Creative Showcase
- Press centre
- The IAB team
- International IABs
Did you know
Over 80 per cent of IAB Events are free to members. Over the years, the IAB has welcomed a range of high profile speakers including Sir Martin Sorrell, Bill Gates, Stephen Fry, Jimmy Carr, Dara O'Briain and Louis Theroux.
You are here