Due to a combination of apparent scheduling conflicts and other year-end constraints, we have postponed this event, originally scheduled for December 12, 2006. We will be rescheduling the event for Spring 2007. Be sure to check for the new event date. Also, make sure to check out the Resources page for ongoing reference material.

The use of affiliate relationships online, in email, and in telemarketing has created enormous value in the marketplace. Through affiliate programs and ad networks, smaller publishers are able to monetize their advertising inventory and support a broad array of free content online.

But the networked nature of affiliate marketing relationships also generates serious concerns for regulators, marketers, and the industry as a whole. By its very nature, affiliate marketing creates a series of "cascading trust" relationships - where marketers must rely upon the assertions of an affiliate, who in turn relies on other affiliates. Frequently, these cascading trust relationships break down, and upstanding companies can find their offers, brands, and hard-earned integrity flaunted on pornographic sites, in spam or spyware operations, or worse. Advertisers and marketers must increasingly balance the risk of these cascading trust relationships against the strong ROI that affiliate marketing provides.

Regulators have certainly taken notice of such issues in the affiliate marketing space. The Federal Trade Commission has opened investigations and settled cases where a lack of oversight of affiliates created liability for the advertiser or marketer. State attorneys general offices have become active as well. Further, specific legislation (such as the CAN SPAM Act) provides limited causes of action for those aggrieved by affiliate marketing abuse. These kinds of private cases began to emerge in 2005 - and more should be expected.

Clearly, there is great value in affiliate marketing. Yet there is also an urgent need to respond to the lack of accountability and abuse that characterizes the industry. A failure to act will surely lead advertisers to reject the risks inherent in affiliate marketing. Furthermore, regulatory and enforcement action can only increase in our current environment. There is a clear and compelling need for strategic dialogue on these issues.

The NAI Strategic Forum: Building Trust in Affiliate Marketing will bring together leading experts on this most current debate. The Forum will offer an unprecedented opportunity for industry members to learn, share, and build consensus on the threats currently confronting industry, and the proper responses from both the market and public policymakers.

The NAI Strategic Forum will also serve as the starting point for an initiative to build standards and best practices in the affiliate marketing arena. The NAI has a long history of bringing organizations together to solve complex public policy problems, and we will be turning our efforts towards scrutiny of affiliate marketing practices in 2007. Participants in the Forum will be among those invited to join this process as it continues through next year.

More Information: Contact Jim Campbell at 207-351-1500, x110 for more information or send us an email at info@networkadvertising.org.