DMA Offers Guidelines for Online Advertising, Affiliate Marketing

Share this article:

NEW YORK -- The Direct Marketing Association has released a document highlighting best practices for online advertising and affiliate marketing networks.

The document, from the DMA's Internet marketing advisory board, provides guidelines for online advertising and affiliate marketing strategies. It stresses responsible advertising and brand protection in an evolving interactive market.

Central to the guidelines are the concepts of legitimacy and legality. The DMA advises marketers to get assurance from ad and affiliate networks that they fully comply with the law. Marketers also are urged to perform due diligence on firms.

Getting details of the agreement in writing gives marketers a tool to enforce placement, duration and formulas. The DMA states that altering an offer by an ad or affiliate network is prohibited and is grounds for contract termination.

Agencies should implement an in-house process for accessing ad placements and contracts with the ad network and affiliates.

The DMA document is available at http://www.the-dma.org/guidelines/onlineadvertisingandaffiliatenetworkBP.pdf

Share this article:
You must be a registered member of Direct Marketing News to post a comment.

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in News

App of the Week: CardsApp

App of the Week: CardsApp

The app lets users select loyalty cards on their phone or smartwatch to display QR codes at check out time.

Rakuten Marketing Moves to a Unified Platform

Rakuten Marketing Moves to a Unified Platform

Omni experience consolidates all channel offerings into a single platform and dashboard to provide better management of the customer funnel.

Hawk Search Widens its Global Reach

Hawk Search Widens its Global Reach

Hawk Search's solution offers support for more than twice as many languages as other site search providers, according to the company.