Some big marketers, relatively new to online marketing, have had their ads served via spyware-generated pop-ups, junk websites and other unseemly media, writes ClickZ; so, in an effort to end affiliate marketing practices and ad network buys that undermine brand, the Direct Marketing Association (DMA) has released relevant best practices guidelines. "The Federal Trade Commission had talked to us specifically about advertisers knowing where their ads were placed," Jerry Cerasale, the DMA's SVP of government affairs, told ClickZ.

The one-page document (pdf) issued by the DMA covers five basic points, encouraging its members to obtain assurance that an affiliate or ad network complies with relevant laws; perform due diligence (e.g., get a sampling of sites); always have the agreement in writing; have specific parameters regarding ad placement; and set up a system to monitor ad placements.

Apparently, the FTC is especially concerned that marketers don't have written contracts governing ad network and affiliate relationships.