How to write affiliate programme terms that attract quality partners

Before an affiliate applies to your programme, they read your description and terms – usually in a network interface next to dozens of competing programmes. If the commission is unclear, the cookie length is missing or the rules read like a legal trap, the best partners simply move on.

A good description sells your programme, and good terms protect it. This guide covers what experienced affiliates look for and how to write both, so you attract partners who actually drive sales.

What quality affiliates look for first

Established content sites, comparison partners and cashback platforms assess programmes quickly. They want to know whether your shop will convert their traffic and whether they will be paid fairly. Network guidance points the same way: 2Performant, for example, advises that a description should explain why affiliates should promote you, your competitive advantage, your target customer, the commission, the cookie life and the terms. In practice, cover:

What you sell, to whom and in which markets.
Why customers buy from you: price level, range, delivery, returns and reviews.
Average order value and typical conversion rate, if you are comfortable sharing them.
Seasonal peaks, such as Singles’ Day on 11 November 2026 and Black Friday on 27 November 2026.
A named contact person and how quickly you respond.

Keep it concrete. “High-quality products at great prices” says nothing, while “free next-day delivery and extended returns” helps an affiliate write copy that converts.

Commission clarity

Commission is the first thing affiliates compare, and ambiguity costs trust. State clearly:

The rate or fixed amount, and whether it is calculated excluding VAT and shipping.
Different rates per category, for new versus returning customers or for voucher sales – with each rule explained.
Whether commission applies to the full order or only to qualifying products.
Any bonus tiers, and exactly how they are triggered.
When and how affiliates are paid, usually through the network.

If you plan to change rates, say how much notice you give. Sudden cuts without warning are a fast way to lose your best partners.

Cookie length, attribution and validation

Affiliates need to know how sales are credited. Write down the cookie length, whether the last click wins and how you handle sales where several affiliates are involved. If you de-duplicate against other channels, such as paid search or email, say so upfront.

Validation is where most disputes start. Explain:

How long validation takes, ideally tied to your return period plus a short buffer.
Valid reasons for declining a sale: returns, cancellations, fraud, test orders or breaches of the terms.
That declines are specific and explained, not bulk rejections.
How affiliates can query a decline.

Also mention tracking consent. In the EU, affiliate tracking cookies generally require user consent under the ePrivacy rules, so state that tracking depends on consent and that you keep the network’s tracking correctly implemented.

It also helps to explain the reasoning behind your rates. If voucher sites earn less than content sites, say why – for example because voucher sales often come from customers who were already at the checkout. Affiliates accept lower rates far more easily when the logic is clear and applied consistently.

Creatives and tools

Affiliates promote programmes that are easy to work with. List what you provide:

Banners in standard sizes, updated for seasonal campaigns.
A product feed with current prices, stock levels and images.
Exclusive voucher codes for selected partners, and the rules for using them.
Deep linking, so affiliates can link to specific products or categories.
A campaign calendar or partner newsletter with upcoming offers.

Ask for each partner’s preferred formats when they join. A newsletter partner needs different material from a comparison site, and a short note about what is coming up next month is often worth more than another banner.

Approval rules

Being open about approval saves time on both sides. Say which partner types you welcome, which you review case by case and which you do not accept. For example:

Welcome: content and review sites, comparison sites, newsletters and influencers with an engaged audience in your markets.
Case by case: cashback, loyalty and voucher sites, often with separate commission rules.
Not accepted: sites with illegal or adult content, sites without real content, or traffic from markets you do not ship to.

Tell applicants how long approval usually takes and what they can include in their application to be approved faster.

Prohibited methods

The terms should list exactly what is not allowed, so you can act when you need to:

Brand bidding and use of your trademarks in paid search ads, unless agreed in writing.
Cookie stuffing, forced clicks, pop-ups or toolbars that set cookies without a genuine click.
Unauthorised voucher codes, or codes taken from other channels.
Spam email, fake reviews and misleading claims about prices or products.
Missing affiliate disclosure. In the US, the FTC updated its Endorsement Guides in 2023 and recommends that advertisers contractually require partners to make proper disclosures.

Breaking the rules should have a stated consequence: declined commission and, for serious or repeated cases, removal from the programme. Google’s own policies also prohibit affiliates from advertising in violation of the programme’s rules, so clear terms help you outside the network too.

Checklist

Clear description: products, markets, customers and unique selling points.
Commission in plain numbers, with VAT, shipping and voucher rules.
Cookie length, attribution and de-duplication stated.
Validation period and reasons for declines explained.
Creatives, product feed and voucher policy listed.
Approval criteria and prohibited methods written out.

Your description and terms are your programme’s shop window and rulebook at the same time. Written clearly, they attract partners who want a long-term relationship and make disputes rare when something does go wrong.

Want a second opinion on your programme description and terms? Start with a free audit of your affiliate programme.