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Affiliate Marketing Council Minutes for October

Affiliate Marketing Council Minutes for October


The IAB played host to a full house last week for October’s Affiliate Marketing Council. Attended by around 50 people from all sides of the industry this was the best attended meeting to date and I’m reliably informed the IAB’s other Councils attract a tiny fraction of the affiliate equivalent so we could find ourselves looking for bigger premises in 2011.

October’s meeting had a packed agenda dealing with ongoing themes such as voucher codes and behavioural retargeting as well as the imminent launch of some fantastic best practice guidelines for product feeds.

This time around Ogilvy’s Affiliate Director, Ewan Darby took the minutes so a big thanks to him for the following write-up:


UK Online Measurement (UKOM), the industry funded digital planning currency, is looking for help in driving internet users to sign up for its Work Panel. The panel measures use of the Internet in the workplace and needs to double the current number of users it monitors. And that’s where affiliate marketing/lead generation comes in.

UKOM will be compiling a one page document with details on the opportunity here for affiliates to drive traffic to the site. As soon as this is sent we’ll pass this on but in the meantime if you are interested in this opportunity please contact or

This presents a perfect opportunity for anyone who can target B2B customers, especially email marketers to help shape this initiative with the potential of excellent CPAs for valid panel members.

2. ASA Change to remit

The Advertising Standards Authority (ASA) will be extending its digital remit in March 2011.

So far discussions from the regulatory council have focused on:

Excluding agency programmes (how would networks invoice?) Setting a threshold for payments (suggested £500, £1k, £2k, although it’s not currently known what current payments to the ASA represent). AWin and looked at how many programmes this would affect and it’s not likely to exceeed 20 for the lowest threshold, less than half a dozen for the highest threshold mentioned here. The ASA has always covered affiliate marketing and will continue to do so. What this is looking at ways in which the ASA can fund itself as it increases its remit into non-paid for advertising, such as Twitter or Facebook.

This will come into effect in March 2011 and the ASA will be doing some consumer awareness work in New Year. The council is pulling together a feedback document for the ASA offering advice and guidance on the issues of implementing a levy on affiliate spend – More details can be found hereand here

3. Relaunch of Behavioural Retargeting Code

Why is it necessary to relaunch the code?

The Outlaw ( The Register What were the issues?

Cookie Lengths Code deals with commercial arrangements not privacy Affiliate Marketing initiative can be relaunched very soon Some text changed to clarify that it is only for Affiliate Marketing and not a wider IAB initiative. It will also be flagged this is a commercial arrangement and has no impact on privacy discussions.

Next stage is to consult with the Retargeting Council and IAB AM Council; we’ll aim to have this done the next council meeting

4. Product Feed Guidelines Three part guide from FusePump and Found aimed at helping anyone involved with producing and formatting product feeds to understand what uses they have. The first version deals with retail feeds with other verticals to follow.

More case studies required!

5. Handbook Update

Content complete and signed off, design finalised and waiting. All ads now taken – we hope to have the handbook in time for the next council meeting

6. Adspend Study

Affiliate marketing still underrepresented in this study partly because of slow network turnaround on data.

Lead Generation Council was very proactive and helpful in getting their figures in on time – not such a uniformed approach from the AMC unfortunately!

Look to include agency run programmes in next wave Next Steps: if you are an agency running a “network” programme please get in touch so we can include you in the next wave in January 2011

7. Payment protection

Following the issues in 2010 with dgm and i-level the Council has been looking into whether there are any practical actions it can take. Ewan from Ogilvy stated it’s almost impossible to police and agreed to pull some communication together to send from agencies/networks to merchants.

8. Brand Protection Partner

The Council is looking for a brand monitoring and protection partner. This would send a very powerful message out to the wider community that networks are serious about sharing information on offending affiliates, also protecting those affiliates who follow the rules. Brand Verity has indicated they are interested in exploring the opportunity.

We now need to thrash out the details and practical considerations. Jon from Brand Verity was in attendance and explained how the company could potentially work with the Council.

Next steps – we need to get a clearer understanding of what information networks would find useful. From there we can open this up to a wider pitch to include other interested parties. We are aiming to revisit this in January.

9. Voucher Code Update

A couple of changes to the current code are imminent to cover user generated content and provide greater clarity for expired content.

Following issues with two specific affiliates ( and HotUKDeals) recently it’s become clear greater clarity is needed on procedures for re-offenders to sit alongside current disciplinary procedures.

An additional issues was raised by Simon Bird of Savoo who questioned the use of paid search on brands (where no affiliate relationship exists) to drive sign ups to newsletters that then contain affiliate offers. No consensus was agreed on this type of activity.

10. AMC Blog – links and content required please!

Please send to or if you have submissions.

11. Next meeting – Nov 25 with Christmas drinks to follow

Ideas on venue welcome!

If you’re also interested in standing for the Chair of the Council in 2011 elections take place in January. Please email Dan Redfearn (details above) if you’d like to put yourself forward for consideration.

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Kevin Edwards

Kevin Edwards

Kevin Edwards has over 15 years experience working for affiliate networks.

Working as global client strategy director for Awin, Kevin is responsible for empowering the company’s employees and clients with the right data and insights to make the most informed decisions about their campaigns. He also takes an active role in creating best practice standards and self-regulation. Kevin was previously Chair of the Affiliate Marketing Council in the UK and continues to play an active role in the IAB’s Legislation and Standards’ Committee.


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