September 17, 2018

The PSA is consulting on a new Annex to the existing Digital Marketing and Promotions General Guidance Note.  The new Annex is on “direct buy marketing” and is intended to support providers of phone-paid services to use this form of marketing compliantly with the PSA Code of Practice.

The PSA has also added a definition of “Affiliate Marketing” into the existing Guidance on which it is inviting feedback.  The remainder of that document remains unchanged.

Providers of phone-paid services using direct buy marketing, i.e. the direct placing of adverts via major online platforms, to promote their products and services should be aware of the new Annex.

Direct buy marketing is popular as it provides greater promotional control for the provider of the service than affiliate marketing.  The PSA says that, although this model may be less susceptible to risk than the traditional affiliate marketing, it does present some challenges.  For example, some consumers, particularly children, are unknowingly engaging with phone-paid services.  This is why the PSA has developed and is consulting on a new Annex specifically relating to direct buy marketing.

The consultation is open until 12 October 2018.  To access the consultation, click here.