The extension of the Advertising Standards Authority's (ASA's) remit to cover digital and online marketing services may have several affects on affiliate marketing, it has been claimed.

According to Econsultancy's Matt Bailey, the changes could have implications for several elements of the sector, including on product feeds and voucher code sites.

He explains that if these services inadvertently offer incorrect or outdated information to users, they could be in breach of the ASA's codes.

Mr Bailey also observed that, at present, there are no clear guidelines as to whether responsibility for this would lie with the brand or the affiliate.

The expert said: "I do see a situation coming where more brands will be looking to protect themselves by ensuring that they only work with a smaller number of affiliates whom they know and trust."

Recently, it was reported by Econsultancy that changes to the ASA's remit could also have an impact on some search engine optimisation practices such as paid-for links.

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