The IAB's Performance Marketing Advisory Group Voucher Code of Conduct is based on the Performance Marketing Advisory Group's driving twin principles of transparency and control. It ensures that voucher code sites and affiliates that make use of voucher codes avoid using misleading or confusing practice, and maintain advertiser and merchant trust in the channel while providing consumers with a good and positive user experience.
In June 2017, the Voucher Code of Conduct’s guidance was updated to reflect certain market developments.The guidance now takes into account the need to immediately make visible to a consumer the key terms and conditions of a voucher, regardless of the screen size of the device they are using and the use of metatags to generate misleading search results.
The following networks are committed to enforcing the code: AWIN, Affilinet, CJ Affiliate by Conversant, Optimise Media and Rakuten Affiliate Network.
If breached, the Code allows for penalties. In order to provide further clarification, the five participating member networks (above) have agreed the following coordination procedures.