Companies that use affiliates have been advised to monitor their websites in order to ensure they are complying with regulations.

Marketing Sherpa highlighted the issue of ‘flogs’ – fake blogs – that give the appearance of being independent pages but are in fact promotional tools.

And partner at law firm Venable Todd Harrison explained that the Federal Trade Commission (FTC) in the US is likely to ban this practice.

He recommended that those involved in online marketing services check the tactics employed by affiliates, as they may be unaware flogging is being used.

"A simple checkup should help ensure that you’re providing your customers with an honest experience and that you won’t attract any unnecessary attention from the FTC," Adam Sutton of Marketing Sherpa concluded.

Nicholas Carson of Business Insider recently suggested in an article for Advertising Age that banner advertising is an ineffective way for marketers to reach consumers.

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