IAB Unveil Voucher Codes Best Practice … What Next?

On the one hand it’s great to see that The IAB have unveiled a code of best practice for voucher codes, but am I being a tad cynical in wondering why it won’t come into effect until 1st January 2009 rather than say 1st December 2008. Surely the fact that we’re in a busy time for retail sales hasn’t escaped anyone’s view?

Still mustn’t grumble too much the fact that a code of practice has been decided upon and that “sites must also not imply vouchers exist by encouraging the visitor to ‘Click To Reveal’ codes” is a massive step forward for all involved. Let’s hope that come 2009 this underhand tactic is removed - personally I’d have liked to have seen those involved in the practice strung up by anything they have that’s soft and dangly, but hey you can’t have everything!

The big question is will the networks involved (and the one’s who weren’t) take action if/when the time arises? Will affiliates need to have their sites ready for 1st January or will the code come into effect from then and affiliates will be given notice of change?

Most certainly the tide is changing in the voucher code sector with a number of merchants openly stating their position on click to reveal.

But what should be next on the IAB’s radar?

Some affiliates seem to think that creating a voucher code page for Merchant A and then using their brand/trademark to send traffic to competitor Merchant B is a fair tactic. This needs to be assessed and fair practice assigned accordingly - especially in cases where the affiliate is deliberately misleading the visitor.

And another issue seems to be getting under the skin of Orange and Next as this week they’ve emailed affiliates stating…

Affiliates must not promote Merchant X through means of a customer downloaded application that interrupts the sales journey, without securing opt in from Agency I. Examples of this are rebate catching tools which alert the user when they land on the merchant website that discounts or cashback are available

I wonder if this includes a toolbar that flashes “discount codes” when there aren’t any?

2009 promises to be an interesting year in the battle against grubbiness!