AMC launches new voucher code of conduct

The Internet Advertising Bureau (IAB) UK Affiliate Marketing Council (AMC) has launched a revised version of its Code of Conduct, tightening existing language and asking advertisers to take a greater role in monitoring their use.

This best practice initiative, in its third iteration, is backed by the IAB’s affiliate network, publisher, agency and advertiser members and ensures advertisers maintain their control over the online distribution of voucher codes.

The Code acts as a best practice framework seeking to achieve the following objectives:

  • Ensure fair dealings amongst businesses which make use of vouchers as an affiliate marketing model
  • Maintain consumer confidence in vouchers as a purchasing method
  • Provide advertisers with assurance of the channel’s transparency and control

The code includes practical guidance for affiliates and publishers to ensure transparency and control. Compliance with the Code is a condition of publisher / affiliate acceptance by IAB member affiliate marketing networks: Affiliate Window, Affilinet, Commission Junction, OMG, Rakuten LinkShare, TradeDoubler, Trade Tracker, Omnicom Affiliates and Webgains.

The IAB’s Affiliate Marketing Council Chair and Chief Operating Officer at OMG Nathan Salter said: “The revisions to the Affiliate Marketing Council’s Voucher Code of Conduct include much tighter drafting to ensure the principles of transparency and control which have always underpinned the Code are maintained while acknowledging that the ultimate ownership of a voucher code remains with the advertiser. As affiliate-enabled businesses continue to grow, offering consumers opportunities to find savings and deals on many kinds of everyday and high-end purchases, it is incumbent on the IAB’s AMC to produce a Code that supports this highly popular and increasingly trusted form of online shopping.”

Any reported breaches of the Code such as publishing out of date, misleading or unauthorised codes, will be handled by the advertiser’s network with the advertiser’s agreement. Repeated breaches may result in collective network penalties, which may include turning off a publisher’s affiliate tracking for a limited period.

These decisions will be made by participating networks. This self-regulatory approach has been a feature of the IAB’s Affiliate Marketing Council since the Code was first drafted in 2008. This third revision is the most extensive yet and has been developed in order to keep pace with market changes and the rapid growth in use of voucher codes by advertisers and consumers.

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