New Best Practice Guidelines from IAB for Voucher Code Sites

[Azam.net]

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Interesting to see the IAB and major affiliate networks have come together with Best Practice Guidelines for voucher code sites. It encourages affiliates not to use 'click to reveal' when no voucher code is available.

Article here at NMA website.

What do you think about this initiative?

[Maxafi]

Completely pointless unless all networks simply ban such practice.

Theres little incentive in 'encouraging' affiliates to play nice when there's no real benefit to them doing so, or any penalty for not playing.

This is one sector I believe we need to start looking to the US for guidance from - 90% of the UK voucher sites wouldn't last 5 minutes under their rules.

[Matthew Wood]

Anything that helps with the reputation of the industry is good.. But does the success of it not depend on networks enforcing the guidelines?

What will be the penalty if best practive guidelines are broken?

I also note that Affiliate Future, POR and OMG are missing from the list?

"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.

Affiliate networks Affiliate Window, Affilinet, Commission Junction UK, DGM-UK, LinkShare UK, TradeDoubler, Buy.at, Premier Affiliate Network, Webgains and Zanox have all signed up to the code, which will come in to effect on 1 January"

[ep90]

It's my understanding the networks that have signed up will enforce the policy.

[adamski]

For clarity, the networks have agreed to enforce the policy by collectively excluding any affiliates that don't adhere to the guidelines.

This is a major step forward for the industry and the first time networks have collaborated to devise policy. The meetings held to debate the issue were well supported and the discussions were healthy and positive.

This paves the way for future cross-network discussion and sends out a clear message that we are all serious about improving the industry for all parties.

[oki-ni]

Good, let’s just hope that its enforced correctly.

It’s like an ASBO but for voucher affiliates.

[Paul Wright]

All I'll say is that I'm really glad something has been/is going to be done about this at a network level, even if it's just a start. I'll wait till Jan to see it in action.

[Shopping-Bargains]

I think the requirements surrounding voucher code details are good also, especially for consumers: "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."

Of course, this policy will only be as good as the enforcement mechanisms in place. It is a great start, though, and something I welcome.

[befuddle]

As long as I don't have to sign anything

[Azam.net]

Good, let’s just hope that its enforced correctly.

It’s like an ASBO but for voucher affiliates.

That made me chuckle.

I think that moves to professionalise our industry is a positive thing. What pleases me is networks are collaborating on initiatives. My colleague Sinead has aired her views about the IAB's guidelines here.

[purple]

I think the requirements surrounding voucher code details are good also, especially for consumers: "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."

Of course, this policy will only be as good as the enforcement mechanisms in place. It is a great start, though, and something I welcome.

Hopefully this will mean networks / merchants will supply all these details when issuing codes, most networks do but hopefully this will be done by all networks / merchant / agencies

[UKJay]

It depends on the meaning of their dubious wording:

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.

If they are simply referring to sites that open the retailer's site when there is NOT a voucher then I am perfectly happy to agree. This is a reasonable request and fits perfectly with any honest affiliate marketer.

However, reading the above quote, it could mean that the opening of browser windows and cookie placement is not acceptable full stop, and I'd disagree with this.

If I have gone to the trouble of putting up and maintaining a website, marketing it and attracting visitors who are interested in the voucher code AND I make it plain that by clicking the reveal link it will also link to the retailer then I think that is fair enough. Why should I advertise voucher codes if customers can simply copy it and then go direct to the retailer, possible already having someone else's cookie in their browser?

[loquax]

If they are simply referring to sites that open the retailer's site when there is NOT a voucher then I am perfectly happy to agree

I was under the belief that CTR was to be stopped when no code was available - if the IAB and networks have gone as far as saying CTR full stop is not permissable then that is a massive step (but I'd be surprised if they'd taken a step that huge).

Perhaps someone can clarify?

Jason

[ep90]

Perhaps someone can clarify?

Jason

There's more detailed information here:

IAB UK : News : IAB AMC

Main points:

• 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.

[confuscius]

Why are the 'networks' waiting until the new year to implement this?

Why not action the plan now?