The new IAB code stipulates that sites displaying voucher codes must only display codes that have been legitimately issued by a merchant for use online and wherever possible display the activation and deactivation date for the code.

Importantly, using ‘Click to Reveal’ when there is no valid or current code is not permitted, and all non-voucher promotions such as deals, offers and sales must be clearly demarcated.

Duncan Jennings, founder of welcomes the move:

“Having worked closely with IAB on their new best practice code for affiliates , it seems they have been eager to take on a lot of our suggestions and feedback on how to ensure that shoppers can enjoy absolute transparency when searching for voucher codes and deals online.”

Dan Redfearn, membership manager at the Internet Advertising Bureau said:

“The AMC’s Code of Best Practice is the result of excellent collaboration between all the relevant players in the industry, including We’re delighted that they have announced their compliancy so soon after the establishment of the Code, and ahead of the 1 January deadline.”

With four weeks until Christmas, Voucher Codes are quickly proving to be the ecommerce marketing phenomenon of 2008, helping recession-hit retailers reinvigorate sales online, by offering a range of enticing money off deals for credit crunched consumers.

According to Nielson Online, 8.8M people visited voucher websites in October with November set to be even larger. launched in August of 2008 to help people save money and is quickly becoming the UK’s favourite place to find the best voucher codes and deals online. The site is constantly updated with the latest codes and deals for all of the UK’s biggest stores. Savvy shoppers can also sign up to receive daily personalised email code alerts for their favourite stores. is one of the first sites to be in full compliance with the Internet Advertising Bureau’s (IAB) Affiliate Marketing Council Code of Best Practice for Voucher Code websites.

Published on: 12:00AM on 3rd December 2008