One of the first major initiatives the IAB’s Affiliate Marketing Council undertook in 2008 was the formulation of a code of conduct for the voucher code market. At the time there was a general feeling that the rapid growth of the voucher space required a standardised approach from all networks to ensure advertisers continued to invest in their use. This resulted in the first version of the Voucher Code, Code of Conduct.
The code addressed some specific issues, namely the use of ‘click to reveal’ in a code’s promotion on site and the clear separation of codes from other promotional activity (such as sales and other deals and offers).
Since then, two further iterations have been published and the latest version was released this week.
The key changes are:
A tightening of the wording to remove ambiguities. In a sense the code feels very different as it has been redrafted with a legal eye. In essence very little has changed.
The key shift has been focused on what is loosely termed ‘user generated content’, that is, with the emergence of additional social media outlets for content, advertisers need to have a tighter grip on where this content appears and what can be monetised. With this in mind the new code of conduct asks advertisers to provide more explicit guidance on how they distribute codes and what can be monetised. (remember Affiliate Window allows a free text field in an advertiser’s Darwin profile in order to better profile the type of affiliate activity permissible on any given programme).
In order to address the changes more thoroughly we have put together a six page guide that goes into far greater detail about each aspect of the code and its current iteration. If you would like to receive a copy then please email Affiliate Window’s Strategy Team.