In January 2009 the member networks of the AMC rolled out a code of conduct aimed at regulating the use of voucher codes within the affiliate industry.

Following an amendment to the code in March 2009 the code has successfully seen best practice guidelines enforced across much of the industry.

All major sites that generate a significant amount of their revenue via voucher codes are regulated every six months by member networks to ensure their ongoing compliance.

The code of conduct reads as follows:

• Affiliates must not use a mechanism whereby users are encouraged to click to interact with content where it is unclear or confusing what the outcome will be. For example:- Using “click to reveal code” and opening the site when no valid code is present or an offer/deal/sale is presented instead, without this being made clear before the click- Using “click to copy code” and opening the site when no valid code is available.

  - Opening the merchant’s site without making it clear that this will occur

• Voucher code affiliates must clearly detail the nature of the voucher or offer/deal/sale before a user clicks to interact with it (by revealing, copying, visiting the merchant site etc)

• A valid code is defined as a code that has been legitimately issued by a merchant for your use online. This code will have an activation date and, where provided, a deactivation date. When a code has expired it must either be removed or the fact that it has expired must be clearly stated in writing, not simply by listing the expiry date.

• Sites displaying voucher codes must contain clear categorization and separation between deals/offers/sales and voucher codes.

• Any affiliate judged by one of the participating networks to be contravening the code will be referred to the IAB’s Affiliate Marketing Council and all members will agree on a course of action. 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.