Changes to the code include tighter drafting to ensure that the principles of the code are sustained 'while acknowledging that the ultimate ownership of a voucher code remains with the advertiser.' The Drum
If breached, the code now allows for penalties which could include turning off a publisher's affiliate tracking for a limited time period.
Breaches of the code include:
Publishing out of date voucher codes
Advertising misleading codes
The unauthorised use of codes
The following affiliate networks are committed to enforcing the code: Affiliate Window, Commission Junction, Webgains, Rakuten LinkShare, TradeDoubler and Affilinet,
The new code represents the strict self-policing of affiliate marketing which according to IAB's industry programme consultant Clare O'Brien, is not represented at this level anywhere else in the world. The standards in the UK are admired around the world as they police the industry so well, ultimately protecting advertisers, publishers and the end consumer.