Today, the APMA is launching the Advertiser Payments Code of Conduct, the latest and most significant milestone in our ongoing Payments Project.
This Code marks the next phase of work we began last year to address one of the most persistent and consequential challenges facing the affiliate and partner marketing channel: how affiliate payments are validated, communicated, and ultimately paid.
The Code also represents the first industry-wide blueprint for brands who want a best-in-class affiliate programme.
Payment practices sit at the heart of the affiliate ecosystem. When they work well, they build trust with affiliates who then have confidence to reinvest back into their promotion of brands.
When they don’t, they create friction and uncertainty and it holds the channel back. It’s no surprise that improving payment practices is a central pillar of the APMA’s roadmap for 2026.
Why payments matter
It is not unusual for affiliate payments to remain slow, opaque and inconsistent across large parts of the market. Validation timelines vary widely between advertisers and sectors and communication around payment status is often unclear or fragmented. Transaction queries can take weeks or months to resolve. Bonuses and incentives are sometimes applied inconsistently, or without clear rules.
For publishers, these issues translate directly into restricted and unpredictable cash flow.
Research from the APMA’s Voice of the Nation report shows that when payments are delayed or uncertain, publishers reduce investment, delay hiring, and pull back on campaign investment.
Last year we asked UK publishers what impact poor cash flow has on their businesses, with more than half reporting it slows investment or causes operational strain:
This in turn limits a brand’s opportunity to maximise growth in the affiliate channel.
Payments are therefore not simply a question of fairness or operational efficiency. They represent a growth problem for the channel.
The APMA Payments Project
The Advertiser Payments Code of Conduct is the product of six months of work through the APMA Payments Project. Publishers, networks, agencies and platforms have worked together to identify where payment processes break down in practice, what “good” actually looks like, and which improvements are realistic using today’s technology and operating models.
The result is a voluntary, achievable Code designed specifically for advertisers. It does not attempt to rewrite commercial models or impose unrealistic standards. Instead, it focuses on clear, practical best practices that can be implemented by the vast majority of advertisers without fundamental system changes.
As Julia Stent, Strategy Advisor and APMA Board Advisor, who led the Payments Project, explains:
“This Code is about clarity, predictability and trust. Payment practices don’t need to be perfect, but they do need to be clear, consistent and communicated properly. When publishers know where they stand, they can invest with confidence. That benefits advertisers, networks and the wider ecosystem.”
What the Code covers
The Advertiser Payments Code of Conduct sets out best practice across several key areas where payment issues most commonly arise:
Validation timelines
Advertisers should define and communicate clear validation timeframes, aligned to realistic operational processes. Where timelines change, publishers should be informed promptly and transparently.
Communication and visibility
Publishers should be able to understand the status of transactions, payments and delays without chasing multiple contacts. Clear communication reduces friction and avoids unnecessary disputes.
Transaction queries and disputes
The Code sets expectations around how transaction queries are handled, including response times, escalation routes and the information required to resolve disputes efficiently.
Bonuses, incentives and budgets
Where bonuses or budget-based incentives are offered, the rules governing eligibility, validation and payment should be explicit from the outset. Surprises at payment stage undermine trust and partnership.
Predictability and consistency
Above all, the Code emphasises predictability. Publishers do not need instant payment, but they do need to know when and how they will be paid.
Taken together, these principles define what best-in-class payment practice looks like in today’s affiliate environment.
A voluntary, industry-led approach
Importantly, the Code of Conduct is voluntary but we encourage brands to study it closely and work out where they can adopt all or parts of the Code. We also encourage the wider industry to embed it into their day to day working practices.
Alongside the Code, we have published an Open letter, setting out why payment practices matter, how they impact growth, and inviting the industry to support a collective move towards higher standards.
Open Letter to the UK Affiliate Industry
What happens next
We encourage all stakeholders across the affiliate ecosystem to:
Review the Code of Conduct
Share it internally with commercial, finance and affiliate teams
Use it as a reference point in partnership discussions
Promote its principles across your networks and programmes
This is not the end of the Payments Project, but a significant step forward. We will continue to build on this work through further guidance, discussion and industry engagement.
If you work in the affiliate industry and would like to get involved in this or any other projects from the 2026 roadmap, please get in contact with us. Also, don’t forget to ensure you’re signed up to receive our regular newsletters and updates.
Fill in the form below to download the Advertiser Payments Code of Conduct.
