When asked if the credit check requirements were still in place, the network in question confirmed that they are. We therefore politely declined to join the programme and explained the reasons.

We currently rank #3 in Google for search term “TalkTalk” (immediately below the official TalkTalk sites). With almost unanimous poor service reviews on our site, we’ve historically found it difficult to convert affiliate sales on TalkTalk. For the time being, we’ll stick with the many other affiliate programmes that provide better return and less hassle than TalkTalk.

We believe in providing the truth about broadband service standards and showing alternative options when a provider can’t deliver a satisfactory service. With this in mind, it’s probably a good thing for our visitors that we are not on the TalkTalk programme.

Let’s see how things look in another couple of months.

Is the freedom of expressing an opinion in a public forum “Sniping”? Really? I am sure that the intelligence of affiliates here has not been insulted in any way;)

Affiliates on this blog would be law abiding citizens trying to make an honest business from affiliate marketing. They also would probably understand the general nature of problems with fraud in the industry at the moment and would be able to provide some practical ideas and suggestions to reduce the problem if asked. I am sure the IAB Affiliate Council has considered and has this well in hand.

With the issue of fraud and this particular programme put to one side for the moment, it is apparent that a rift currently exists between various affiliate (+ media) agencies and some affiliates. It seems to me that there is a lot of effort put into maintaining accounts with broadband providers with perhaps not so much effort going into working with affiliates.

From a business perspective, would it perhaps make sense for some affiliate networks (and media agencies) to foster better working relationships with affiliates?

A simplistic perspective of an affiliate network suggests 3 core aspects: The operational aspects of the network itself, the client, the content provider (affiliate). Surely by ignoring (and possibly alienating?) one of these core aspects(by poor communication and consultation), are some networks perhaps harming their own business?

Ultimately, a network is an intermediary. It not only needs happy clients but content providers (affilates) too. I would estimate that, in the instance of the TT programme prelaunch, that there are not too many “happy” affiliates.

Bottom line: better relationships with affiliates = more revenue for networks and agencies. This is known. Unfortunately, the execution of this sometimes leaves a lot to be desired based on our experience with some networks over the years.

Rather than trying to defend what is clearly controversial and unpopular with affiliates, perhaps it’s time to admit the errors in judgement, apologise and move forward with some suggestions that work for everyone. The alternative is to keep “flogging the dead horse” and chucking fuel on the fire of this debate.

I’m sure that there will be more defensive comments from agencies and networks and I look forward to reading these.

On a general (affiliate marketing) note, I find it fascinating as this thread unfolds. It paints an interesting picture of various affilate networks/agencies at the moment. Thanks again to Kieron for setting up this blog. I suspect that this discussion is touching on areas that he never imagined:) Viva La Blog! (and the opportunity to publically express opinions).

Rowland O’Connor,
Editor, Broadband-help.com
+44 (0)203 3936237

It is unfortunate that there is an element of criminal malpractice occurring in our industry and sometimes you have to take a broad brush. I suspect that the client was ready to pull the plug on their entire affiliate operation and Dave and his team came up with this compromise to allow it to continue for the ethical affiliates with a strong track record with Talk Talk.

Dave has been more than open in his offer to speak to anyone so I suggest that anyone with issues speaks to him directly instead of sniping anonymously on forums/blogs.

While I’ve never been in a position where I’ve had to enforce T&Cs like the above I have some sympathy with David and I’d like to give him credit for responding here.

I can’t comment on this or The Post Office example but both are indicative of a wider issue that is causing a great degree of concern in the industry amongst networks, agencies and merchants at the moment - that of fraud. I don’t mean ‘dodgy’ affiliates or people pushing through a few false sign ups because of loopholes in a programme’s T&Cs, I mean actual fraud.

These sign ups are coming from a variety of sources and affiliate ‘types’ so there’s no easy solution here but unless we collectively do something then we are faced with a significant problem that could result in dozens of brands pulling out of the industry.

I’m pleased to say there is more of a general awareness of this issue now and networks are tightening their procedures and that of their affiliates but lets not be complacent that this is just another merchant screwing their affiliates.

I can imagine Talk Talk’s decision gave them or David no pleasure and I’m making no comment either way on their approach, how it’s been enforced or the finer details. I’m more concerned about the wider issue and what we do as a community to ensure it’s stamped out.

Here at Brilliant Media in Leeds we are traditionally an offline agency, however in recent years we have built a dedicated online offering and are currently working on integrating this with offline channels to offer a better service to our clients (which include De Vere, TD Waterhouse, Thomson Al Fresco & Netflights).

In terms of affiliates we have a 3 strong team which works full-time on our affiliate offering and are in the process of designing an online affiliate resource centre to coincide with our personal approach!

Thanks
Andrew Crowther
andrew.crowther@brilliantmedia.co.uk
0113 3940000
http://www.brilliantaffiliates.co.uk

But I guess the difference with TalkTalk is that they’ve imposed such strict - and not really industry related - guidelines. If they want to be really picky with their affiliates, then fine. But making them tick a ‘registered company’ box has just sparked outcry, when they could have just said ‘we need to know lots about your site and will consider you carefully’. I guess again, though, reviews of sites take man hours, and by adding in rules they are limiting the amount of applications. But not very effectively I don’t think. They’d be better of having a decent automatic sorting system on the applications, so they could at least cut down their work that way.

Mike - “The fraudsters usually have a registered business so when people catch up with them they simply disolve the business and start again.” haha! Very true!

Thanks for taking the time to post here.

I think it’s great that this site has stimulated discussion (thanks to Kieron for setting the thread up).

It is unfortunate that this explanation wasn’t provided prior to the introduction of qualification criteria that has quite clearly gone down like a lead baloon with affiliates.

Surely someone at your end must have realised how draconian these measures would be perceived without explanation? Was this discussed at all in the “hours of resource” put towards relaunch?

We’ve historically had a good (direct) working relationship with TT tech team having helped them out on several occasions by supplying our review and speed test data. It’s a shame that this couldn’t be converted to affiliate traffic for TT but hey-ho.

I wish you the best with the re-launch but will still not be participating.

p.s thanks for listing your phone number but if there are calls to be made, surely you should be making them with some reasons why affiliates would want to join the TT programme in its current form? After all, as affiliates, we are doing TT a service by driving referrals.

The problem with all this policing is it will isolate the creative talent of the bedroom affiliate who is often the one who works harder than anyone to gain the merchant new customers.and create a buzz around the brand.

I hope that the community as a whole learn from this and we do not see this model rolled out by any other merchant. If anything can be improved it should be end user interfaces and customer screening which would avoid all these issues