Foundations · Lesson 4 of 4
Traffic rules: what is and isn't allowed
About 10 minutes · Yogender Kumar, Managing Partner
By the end of this lesson you'll be able to
- Explain the UK rules on labelling affiliate content
- Spot the traffic methods most programmes ban
- Work out what a rule break would cost you, so you can see it isn't worth it
Why this matters
One post with a code you weren't given can wipe out a month's commission. It can also get you removed from a programme that took months to join.
The core idea
Two sets of rules apply to you.
The law and advertising codes apply to everyone. In the UK, the ASA generally treats affiliate content as advertising, and the CAP Code says ads must be obviously identifiable. Consumer protection law also bars hiding commercial intent. So label it clearly, with "Ad" or "#ad", up front, before anyone engages with it. A line in the footer isn't enough, and a bare "affiliate" or "gifted" may not be clear enough. Marketing emails and texts to individuals need their consent, under the PECR rules. The "soft opt-in" only covers a business's own customers, so it doesn't stretch to affiliate offers. Reviews must be honest, and claims like "only two left" must be true.
Each programme's terms are different. They're the contract you agreed to when you joined. Most programmes ban the following. A few, such as brand bidding or rewarded clicks, may be allowed with written permission.
- Brand bidding: paid search ads on the advertiser's brand name.
- Codes not issued to you: publishing a discount code meant for another partner or for staff.
- Cookie stuffing and forced clicks: setting your tracking on people who never chose to click.
- Rewarded clicks: paying people to click, unless the programme has agreed to it. Cashback sites are the agreed exception.
- Unapproved browser extensions that add your link at checkout.
The penalty is usually the same: sales that break the terms are declined, and repeat breaks get you removed.
What most programmes allow, and what they ban
Usually allowed
- Reviews and comparisons, labelled as ads
- Codes the advertiser issued to you
- Emails to people who opted in
- Deep links to the products you write about
Usually banned without permission
- Paid search ads on the brand name
- Codes issued to someone else
- Cookie stuffing and forced clicks
- Unapproved browser extensions
Worked example
DealDrop is an imaginary UK deals site, so the figures are illustrative. It earns about £1,200 a month from a fashion retailer, at £4 a sale.
In March, DealDrop finds a 20% code on a forum and lists it. The code was issued to a student discount partner. 150 sales come through on it: £600 of that month's pending commission.
The retailer's terms say sales on codes not issued to you are declined. All 150 are, so the £600 is gone, and DealDrop gets a written warning. A second break would mean removal.
Now compare the cost of each choice. Done once, the code is worth nothing, because those sales are declined. Removal would cost the regular £1,200 a month. That's £14,400 over a year.
The better route was the one DealDrop skipped: asking the programme manager for an exclusive code of its own.
If you're not sure whether something's allowed, ask the programme manager in writing before you do it. Asking costs nothing.
What DealDrop risked for one leaked code
In practice
- Label affiliate content as an ad, up front, where readers see it before they click.
- Keep a disclosure page and link to it from every page.
- Read each programme's terms on paid search, codes and incentives before you start.
- Only publish codes the advertiser issued to you or released for affiliates.
- Email only people who opted in, and keep a record of their consent.
- Ask in writing when you're unsure, and keep the reply.
Common mistakes
- Hiding the label. A note at the bottom of the page doesn't count. Put it up front.
- Treating any code online as fair game. A code on a forum was issued to someone. Ask for your own.
- Assuming every programme has the same terms. One may allow paid search on generic terms and another may ban it. Check each one.
Try it yourself
You earn £900 a month from a programme. Brand bidding could add £300 a month, but the terms ban it. Sales that break the terms are declined, and you're removed once it's spotted. If it's spotted after two months, how much income do you lose over those two months plus the next six? Ignore ad spend.
Show answer
The £600 from the two months of brand bidding is declined, so it earns nothing. Removal costs your regular £900 a month for the next six months: 6 × £900 = £5,400. You lose £6,000 in total, and the brand bidding earned nothing.
Quick check
Not scored. Pick an answer to see the explanation.
Where should the label on affiliate content go?
Which of these do most programmes ban unless you have written permission?
Key takeaways
- Affiliate content is advertising: label it clearly and up front.
- Programme terms differ, so read each one.
- Sales that break the terms are declined, and repeat breaks mean removal.
- When unsure, ask the programme manager in writing first.