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IAB releases e-privacy marketing guidance

Friday March 16 2012

IAB Affiliate Marketing Council publishes Consumer Transparency Framework for online marketing publishers and affiliates

IAB Affiliate Marketing Council publishes Consumer Transparency Framework for online marketing publishers and affiliates

 

Guidance released by the Affiliate Marketing Council of the Internet Advertising Bureau (IAB) aims to offer publishers further guidance on affiliate marketing and the revised Privacy and Electronic Communications Regulations (PECR) 2011.

 

The IAB’s Affiliate Marketing Council (AMC), a group of over 100 industry experts across affiliate networks, agencies, publishers and advertisers, and its legislation sub-group, have collaborated to provide publishers with the information they need to take positive steps to achieve compliance with the new ePrivacy rules as well get to grips with the new directive and understand what it means to the affiliate marketing industry,

 

The guidance – known as the ‘Consumer Transparency Framework’ – is part of the IAB Affiliate Marketing Council’s five point plan to develop and implement specific actions, as well as provide ongoing advice and guidance, to promote transparency and consumer control in affiliate marketing.

 

Standardising industry guidance

 

The Framework has been released to help establish a consistent industry approach as well as assist affiliates in particular, many of who are small businesses, which might not have internal ePrivacy expertise and resources.

 

The Framework – available to download here, covers 3 key areas:

 

1. The Affiliate Marketing Consumer Transparency Framework and what to consider

2. Conducting cookie audits – what you need to do

3. Background to the new law: the revised Privacy and Electronic Communications Regulation 2011.

 

Nathan Salter, chair of the IAB’s Affiliate Marketing Council legislation committee and OMG chief operating officer, said: “Straightforward practical guidance should mean that transparency is easier to address and implement. At the heart of the new law is the need to help consumers gain a greater understanding of how online works. The IAB Affiliate Marketing Council’s Consumer Transparency Framework is an important step to help making that happen.”