New Best Practice Guidelines from IAB for Voucher Code Sites

[tomj]

Tweet

So for example:

Nike Store voucher code : None Available - Click here to visit NikeStore anyway


Is the interpretation that a message like this is no longer allowed for users to click thru regardless?

[dougs]

My interpretation

Click here to get Code
Windo opens
cookie dropped
Sorry we have no code

That will not be allowed

Doug

[mattb811]

Hi all,

As someone else who was at the meeting I can confirm that Doug's interpretation is correct. Affiliates will still be able to utilise a "click to reveal and open site" mechanism if there is a valid code authorised for use in the affiliate arena.

The aim behind this is to tidy up the consumer journey so that consumers are not being "duped" into clicking and dropping a cookie with the promise of something that is not there.

I will speak to other members of the council next time we meet and seek to get a more authoritative definition.

Thanks,

Matt

[sgpratley]

Sounds like a decent start and I hope other networks not on the list will follow with their support as POR have done.

At the moment, many merchants I talk to (ones who have done their homework) are asking for T&C's banning voucher sites and often cashback sites too from their programmes because of the actions of a minority.

Whilst I'd love to see this practice cleared off ahead of Xmas, we all complain loud enough when terms are changed too quickly against us so a few weeks notice is fair and necessary.

So, congratulations for all involved in getting some concensus and progress in this area, it's much appreciated.

[HelenMarie]

Hi All,

It is clear from the length of this thread that more clarification is required for the IAB guidelines which I am sure will be discussed at the next meeting. As this is the first initiative of this kind involving several networks then I would say watch this space and bear with us whilst we get this right.

We do need time to communicate this out to all clients, agencies and affiliates and to address any clarification issues. I can assure you it is not simply to benefit from Christmas sales as I know that most networks are already beginning to enforce these rules within their own campaigns in order to make sure that come January 1st everyone is compliant.

I think this is a very positive step and the first time there has been a collaborative approach within networks to improve the perception of the industry.

Thanks
Helen

[hpops]

I'll provide a more detailed post at some point soon, but I just wanted to add that the councils recent move is the single most positive thing that has happened in affiliate marketing in the past 18 months. That includes the (wonderful) expo. I, and many others, are proud to be part of it.
Network collaboration on industry issues is the road to continued industry growth.
Hurrah!

[3wdl]

Thought I should clear up the reason why AF are not on this list. Well, two reasons really.

1) We have an alternative option to go live soon that will allow merchants to state their own voucher code terms, similar to how PPC works.

2) Networks were given 2 days to sign up to these terms - we've nothing against them but if we have to change our affiliate terms and conditions then it'll take a little longer than this to do.

Personally I feel it's mainly about education to our merchants, we offer advice as part of our merchant training that all merchants are invited to and point one will help further clarify this..

Thanks
James

[renegade]

It is clear from the length of this thread that more clarification is required for the IAB guidelines which I am sure will be discussed at the next meeting. As this is the first initiative of this kind involving several networks then I would say watch this space and bear with us whilst we get this right.

We do need time to communicate this out to all clients, agencies and affiliates and to address any clarification issues. I can assure you it is not simply to benefit from Christmas sales as I know that most networks are already beginning to enforce these rules within their own campaigns in order to make sure that come January 1st everyone is compliant.

I think this is a very positive step and the first time there has been a collaborative approach within networks to improve the perception of the industry.

Thanks
Helen

It's a good start Helen. Specifically I would like more discussion and clarification about codes/deals and sales display.

From a user standpoint so long as they are not mislead and there's no CTR I'm not sure there's much difference between all three and if they have read the copy, and the copy is clear (e.g no code needed) and decide to visit the site that should be good enough IMO.

At the end of the day so long as no cookies are being dropped and no visitors are being mislead I don't think the IAB should be getting involved over aspects of site layout and design and hopefully this is not the intention.

For anyone wondering (we rank well for many code terms and have been working with codes for longer than most) I was not officially invited to attend but Hero did urge me to attend.

Having talked this subject to death and having read so many mis-informed threads I really don't want to get involved policing myself or my fellow affiliates.

I've never knowingly contravened any merchant or network T&Cs and on the rare occasions I've stuffed up I've confessed in public and done my best to put it right so my conscience is clear.
I do have some concerns about the IAB and bureaucracy in general but things seem to be heading in the right direction.

[Barry]

Its a welcomed recommendation and leaniant in my opinion.

Ta

Baz

[dougs]

Joe I was encouraged too...don't think it was a formal invite.

I think what you are doing is perfect, you say what you get if you click. It's the dodgy stuff that is concerning everyone.

Doug

[Julia_Stent]

I unfortunately wasn't able to attend the final meeting this policy resulted from, so I'm really glad to see the positive steps being taken here. Having worked network side and now getting a brand new look at things from a merchant perspective (yes, I know it's only my second week ) I think this kind of change is really important to get affiliate marketing the recognition it deserves.

I also can support the council's decision to launch this with a couple of months notice - whether it's Christmas or not, some sites will have to make quite major changes to their backend systems and I'm sure no one would like to be told to do that kind of development overnight or lose their revenue.

The next IAB meeting will definitely be interesting and is free to attend for affiliates - does anyone know the exact date? I seem to think Wed 26th Nov at 3pm but it's worth checking...

[befuddle]

I won't be updating or redesigning my sites any differently between now and February, as to how I have done since I launched it. So please get in touch with me now rather than the first week of January when I'll have a sore head.

So come the 17th January 2009, my site will be as it is on 17th November 2008.

[dougs]

Will it effect you Ray?

Doug

[hpops]

Can I ask which elements of the guidelines you are uncomfortable with Ray?

[Hero]

I won't be updating or redesigning my sites any differently between now and February, as to how I have done since I launched it.

Ray, what is being asked of affiliates is to comply with advertising standards, which are pretty common sense and most affiliates do this either way:

*If you have no code or the codes you have are not valid, you can't say to the customer that by clicking you will reveal them valid codes
*If you are promoting the sale section or an offer that's available on the merchant site, you can't tell the customer that you are going to reveal a discount code
*In order for the customer to make an informed decision before clicking through (and avoid unnecessary cookies), you need to tell them what the code will give them and then ask them to click to reveal the code itself.

These guidelines apply to all affiliates who list codes, not just voucher directories. Correct advertising practices apply to us all.