On the 9th March 2017, the United Kingdoms Code of Advertising Practice. Published new guidance from the Advertising Standards Authority about recognising marketing communications.
That is rules on how affiliate marketing must identifiable as an advert.
Affiliates, need to ensure that consumers know that what they’re looking at is advertising. That means making sure it’s clear BEFORE consumers engage with it. Often, the context alone will make this clear. But sometimes the content might need to make it obvious that it is an advert.
This is often the case in social media, Vlogs, Blogs, news sites and voucher sites etc. Businesses, or individuals, who create content or websites that give an impression of independence. Must take extra steps to highlight content that is advertising for a third party.
This new guidance, provides some suggestions, tailored to different platforms. Giving affiliate marketers some inspiration, but the key principles to bear in mind are;
- Where a piece of content wholly relates to affiliated products. It needs to be clear that the whole piece is advertising. Thus it may be necessary to use an identifier (such as ‘Advert’ or similar) in the title;
- If only some of the links and content to affiliated products. It is those aspects, that must be identifiable as advertising. By for example, labelling the relevant links/sections;
The guidance is also to remind businesses. That allowing their affiliates free rain over the content and targeting of ads. Does not absolve them of the responsibility for ensuring that marketing communications. That they reap the benefits from, must follow the advertising rules.
If you are an affiliate marketer. Or a brand that uses affiliate marketing. You can get up to speed with the new guidance shown here.