A recent post over at Econsultancy has highlighted the issue of software applications which are utilised within affliate marketing. The article is focussed on the US and the journalistic style is slightly alarmist, but it does bring the issue into focus and I’m sure many UK merchants will be looking at it wondering if it is happening in the UK too.
The answer is yes, but on a very small scale at the moment. It is something that has been on the radar of the IAB Affiliate Council for some time now and the timing of the above article could not have been better as we are now ready to launch our guidelines in this area. The aim is to create some structure around what is and isn’t possible, in order to avoid some of the excesses that have been seen on the other side of the pond.
The full document is here:
The aim of these guidelines is put in place benchmark regulations about the use of software applications which are rewarded through the affiliate marketing model. These guidelines have been devised and agreed by all networks who are members of the IAB in the UK, namely Affiliate Future, Affiliate Window, Affili.net, buy.at, Commission Junction UK, DGM, Linkshare UK, OMG, Tradedoubler & Webgains.
The guidelines affect software applications. An application is defined as an opt-in piece of software that is downloaded and installed on a user’s machine that makes use of affiliate links. This may be, but is not limited to, toolbar or rebate catcher technology. The guidelines state that all such software applications that are funded through affiliate marketing should:
• be distributed through intended download only from the providers website and be attached to an account on the providers website. The application should not be bundled with other downloads and end user consent is required at all times.
• carry a clear unsubscribe option and make it as easy as possible for customers to remove the application from their machine. This must be through standard Windows/Mac add/remove functionality and naming convention must remain the same throughout. There should be no unnecessary attempts to talk the user out of the uninstall through use of confusing language.
• not allow any form of automatic redirection. The user must interact by way of a click before any redirection takes place or a cookie is dropped
• not attempt to confuse customers
• make it clear which of their sales have come through cookies dropped by the application, as opposed to sales gained through clicks on their website. Methods of doing this can be obtained by contacting the relevant affiliate network.
The discretion of the council will be used when determining what is judged as misleading or confusing and is not confined to the examples above.
Each network will issue its own guidelines as to how publishers differentiate sales coming from the application against sales driven through “traditional” means. The emphasis will be on the publisher to secure opt in from individual merchants prior to launching the tool on their campaign. For those with applications already in operation, a grace period will be announced during which they will be required to secure opt in from merchants. Again, networks will announce details of how this will be monitored for their merchants. Publishers should liaise with individual networks to determine how they go about approaching merchants on each network.
To support this, the IAB’s Affiliate Council will draft a document for use by all networks which outlines how these applications operate in order to facilitate merchants decision making processes.
