Loyalty Association Press Release and Comments
Press Release
Three of the largest operators of online loyalty programs in the UK have just established the industry’s first standard-setting body.
Founder members of the not-for-profit organisation ‘The Loyalty Association’ include RPoints, MutualPoints and GreasyPalm, with approximately four million program members between them.
The founders have collaborated with affiliate networks in drawing up a code of practice which is binding on members who offer points, cashback or gift reward schemes. In addition to being a resource for advice and guidance, The Loyalty Association will promote the benefits of loyalty programs to retailers and networks via research, a website and events.
The code of practice, which is designed to establish levels of service which can be expected by both users and clients, stipulates amongst other things that:
- Members must adhere to the current Data Protection Act and applicable EU directives
- Information about the true value and nature of rewards and redemption procedure isn’t misleading and that terms are clear
- Members must demonstrate they have a reliable system in place for monitoring, tracking and delivering rewards to users
- Members will take responsibility for potential fraudulent activity carried out by users
- Members must carry out an annual audit of their systems and adhere to the code of practice and SLAs of the AssociationIts first president is Neil Durrant and its chairman is Richard Yendall.
Richard Yendall, chairman at the Online Loyalty Association, said: “Online affiliate loyalty marketing is fast growing and our priority is that quality keeps up, for everyone’s benefit. It’s a challenging time for the industry but by taking this positive step we aim to improve perceptions and accelerate the industry’s growth.”
Notes to editors
The Loyalty Association was founded in November 2007. It aims to become a respected non-profit representative body for the UK’s online and associated loyalty and cash-back industry.It is working towards increasing the standards of businesses operating in the loyalty / cash-back marketplace, improving the level of service offered by such businesses to their clients and users alike and generating mutually beneficial and ongoing partnerships between clients (merchants, affiliate networks, agencies and suppliers) and businesses operating in the marketplace.
The Loyalty Association members pay a subscription fee and are entitled to guidance and representation from the Association in return for adherence to its code of practice.
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