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Internet Advertising Bureau Updates Rules on Voucher Use

The Internet Advertising Bureau (IAB) has released their most recent updates to the UK Affiliate Marketing Council’s Code.  The set of best practices from the IAB is currently in its third version, and is widely accepted as the standard for affiliate and performance marketing.  The enforcement of these standards comes primarily from the fact that members who participate in the IAB shun anyone who does not follow these best practices.  The member networks include Affiliate Window, Commission Junction, OMG, Affilinet, Rakuten LinkShare, Tradedoubler, Webgains, TradeTracker and Omnicom Affiliates.

The third revision of the council’s codes is updated in three significant areas.  The first, and most impactful to affiliates using vouchers, is that the responsibility for vouchers used is shifting.  In the past the networks themselves were culpable for all vouchers, but going forward the responsibility will fall to the actual advertisers.  They will need to work directly with the networks to ensure exclusivity and manage other aspects of using these vouchers.

In addition, the language has been updated to reduce the misinterpretation of the code by networks or advertisers.  Those providing vouchers are now also required to list an exact end date on the voucher.  This is in addition to the start date which has been a requirement for some time.

These changes and updates are considered positive changes by most people and networks in the industry.  This quickly growing market will benefit from this update to the code of conduct as the success of this market depends heavily on maintaining the trust of online shoppers who actually use these vouchers.

Do you use vouchers in any of your marketing?  Will these changes have any effect on the way you do business?    You can review the updated rules surrounding voucher on their site.

Pesach Lattin
Pesach Lattin
Pesach "Pace" Lattin is one of the top experts in interactive advertising, affiliate marketing. Pesach Lattin is known for his dedication to ethics in marketing, and focus on compliance and fraud in the industry, and has written numerous articles for publications from MediaPost, ClickZ, ADOTAS and his own blogs.

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