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APMA launches Advertiser Payments Code of Conduct to improve affiliate payments in the UK
APMA launches Advertiser Payments Code of Conduct to improve affiliate payments in the UK
APMA launches Advertiser Payments Code of Conduct to improve affiliate payments in the UK
The Affiliate and Performance Marketing Alliance (APMA) has officially launched the Advertiser Payments Code of Conduct, a new voluntary framework aimed at improving affiliate payment practices in the UK.
Announced on 29th January 2026, the Code is designed to address long-standing challenges around slow, inconsistent and unclear payment terms for Partners – issues that continue to limit growth across the affiliate marketing ecosystem.
At Optimise, we welcome the introduction of the Code and are proud to support an initiative that puts faster, fairer and more transparent affiliate payments at the heart of industry progress.
Optimise’s role in improving affiliate payments
At Optimise, we have long recognised that payment certainty and speed are critical to a healthy affiliate programme. That’s why we have already invested in solutions designed to address these challenges directly.
Our Faster Pay and Express Pay solutions help advertisers and publishers overcome the cash-flow issues caused by long validation and payment cycles. By enabling earlier access to earned commissions, these solutions allow publishers to reinvest sooner, scale activity faster and deliver stronger performance for brands.
The APMA Code of Conduct aligns closely with the principles behind these solutions: transparency, accountability and sustainable growth across the affiliate channel.
A first-of-its-kind standard for affiliate marketing payments
The APMA’s code is the first industry-standard for affiliate marketing payments. Developed in collaboration with publishers, networks, platforms and agencies, it focuses on practical actions advertisers can take to raise standards without creating unnecessary complexity.
The Code sets clear expectations around:
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Validation timelines for affiliate transactions
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Transparent communication between advertisers and partners
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Structured processes for handling transaction queries
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Clear guidelines covering bonuses, downtime and budget management
By improving consistency in these areas, the Code aims to rebuild trust across the channel and remove one of the biggest barriers to publisher investment.
Why advertiser payment speed matters
According to APMA research, more than half of UK publishers are forced to restrict investment in their businesses due to slow or unpredictable advertiser payments. This impacts their ability to develop new technology, scale campaigns and drive incremental sales for brands.
In short, slow affiliate payments slow down growth.
The APMA has reinforced this message through an open letter to the UK affiliate industry, signed by 26 businesses including Optimise and other leading networks, platforms, publishers and agencies. The letter outlines how improved payment processes can unlock additional investment and accelerate growth for advertisers and partners alike.
Kevin Edwards, Director of the APMA, commented:
"Our research shows that more than half of UK publishers have to throttle investment in their businesses because of slow and inconsistent payment terms. When asked what faster payments would mean for them, publishers said they would use the money to build new solutions that would drive additional sales and new customers for the brands they promote. Our Code of Conduct provides practical steps that advertisers can take to raise standards and build trust.”
As part of the wider industry effort, Carla Arrindell, Global Sales & Marketing Director for Optimise commented;
“Optimise’s own solutions to improve payment speed and consistency have been invaluable to many Partners, so it’s great to see the industry pushing this agenda forward together. It is so encouraging that this is issue has been elevated and addressed, industry-wide and we expect that the Code will be a significant step in enabling all segments of the partnership industry unlock more investment and drive growth.”
Supporting growth across the UK affiliate industry "
The Advertiser Payments Code of Conduct is voluntary, but it has been designed to be achievable for the majority of brands operating affiliate programmes in the UK. Widespread adoption will be key to delivering meaningful change.
Optimise fully supports the Code and encourages advertisers, networks, agencies and publishers to engage with its principles. Improving affiliate payment practices benefits the entire ecosystem – from stronger publisher relationships to increased sales and customer acquisition for brands.
To learn more, download the full documents below:
If you’d like to discuss how Optimise can support your affiliate programme, and improve payments or how this Code may impact your business, please get in touch with our team.