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Earlier this year, the Internet Advertising Bureau (IAB) issued new guidelines to the online marketing industry on native or content based advertising. One of the key recommendations was that online marketers and website owners need to provide a way for online users to distinguish between paid for native ads and general website content.
 
Website owners produce a wide variety of online content that is not only aimed at engaging or informing their users, but also generates consumer interest for advertisers. Content that is based on a commercial relationship existing between a website owner and an e-commerce advertiser is not always obvious.
 
Native or paid for content on websites is often monetised by affiliate marketing which offers website owners a way to build a commercial relationship with a number of advertisers at once, as well as a sustainable way of maintaining their website.  
 
At Coull Collectibles we think it is important to make our customers aware that some of the content they are viewing is based on a commercial relationship, even if the content blends into our website and isn’t necessarily recognisable as paid for advertising.

We feel that the use of paid for content should be made clear in order to gain or retain trust between ourselves and our customers.  We have therefore provided a link to a page that explains the use of affiliate marketing as a method of paid for advertising.