Voucher Code Judgement Day – 01/01/09
Come January the 1st 2009 all affiliate voucher code websites will have to conform to a new code of conduct set up by the IAB’s Affiliate Marketing Council in conjunction with the majority of UK affiliate networks.
As we mentioned at the beginning of the month when a small article on NMA spoke about the misuse of online voucher codes, often there are no voucher codes present but these unethical voucher code website encourage visitors to “click to reveal” the voucher code. Of course there are no voucher codes present but that’s the point. Now the website has set their cookie and will “earn” commission when the customer returns to complete the sale.
So what’s new?
Today’s article is much more interesting and indicates that this has been back by most of the UK’s leading networks. We say most because there’s no mention of involvement from Affiliate Future, OMG, Paid On Results.
The article goes on to indicate what’s in store come January…
The code stipulates that sites displaying voucher codes must provide full details of vouchers on offer, legitimate activation and use-by dates, as well as not categorise other offers, such as sales, as voucher codes.
It also states that sites must not imply vouchers exist by encouraging the visitor to ‘Click To Reveal’ codes, opening the retailer’s site in a new browser window and storing the affiliate cookie even when a voucher is not available.
We think this is a great move and helps to install some credibility back into affiliate marketing lost by those who looked to make an easy win by simply dropping cookies where no voucher codes are present.
The IAB’s news article goes on to highlight a few more points in detail:
- 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.
Rules, Laws, Best Practices Guides, call them what you will. The real question however… “how will this be policed and what action will be taken against those who continue to market voucher codes in this manner?”
What do you think?
Update:
Reading this thread started over on the A4U forums it appears that networks are going to collectively remove affiliates not abiding by the rules. Adam Ross, Client Services Director at AffiliateWindow.com had this to say…
For clarity, the networks have agreed to enforce the policy by collectively excluding any affiliates that don’t adhere to the guidelines.
Thanks
VolumeDriver.com
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