Co-Marketing Agreements
Part of Channel partner marketing support
Reviewing co-branded content before distribution
Review the final co-branded asset for accurate claims, visible limits, agreed brand use, channel requirements and version-specific approval.
Review the complete finished asset as customers will see it, then record approval for an identified version and channel. Check the whole message, the partners’ roles, brand use and planned distribution.
Approval of a template does not establish that a later email, landing page or slide is accurate. If the content, layout or channel changes, review the complete revised piece.
Collect the complete draft
Request the final copy and layout, including the headline, graphics, qualifications, destination page, call to action and offer terms. Record the audience, channel, planned date and who will publish or send it.
Review the rendered asset, not just a text extract: design can create a misleading impression that the words alone do not show.
Keep a claim record for material product statements: the owner, current support and any condition. The reseller should verify claims about its own services or customers; the supplier should verify its product and offer details. Where both parties approve the piece, record what each reviewed under their agreement.
Check what a customer will understand
Read the headline, body, call to action, offer terms and qualifications together. Verify product, service and offer statements against current supporting material, and check that limitations are visible in the finished design. The ACCC can require businesses to back up claims about their products or services.
Compare logos, badges and images with the partner’s brand guidelines or equivalent agreed reference. Confirm they are represented and used as agreed, and that partner roles and destination links match the offer.
For a commercial email or text, check that the intended recipients have given express or inferred consent, the sender is identified and the unsubscribe facility works. These requirements for commercial electronic messages sent to individuals are set out in the Spam Act 2003 (Cth); ACMA is the regulator.
- Offer:Is it clear what is available, from whom and under what conditions?
- Claims:Do words and images stay within the evidence? Are important limits visible with the claim?
- Roles and branding:Are the relationship, logos, badges and images represented and used as agreed?
- Destination and channel:Does the landing page match the promise? For a covered Australian marketing email or text, have consent, identification and unsubscribe arrangements been checked?
- Final file:Does the scheduled message or export match the approved draft?
Key regulatory requirements for co-branded marketing in Australia
- ACCC - misleading claimsBusinesses must be able to substantiate claims about products or services.
- ACMA - spam complianceCommercial electronic messages require consent, sender identification and working unsubscribe links.
- IP protectionBrand elements like logos and trademarks must be used as agreed under IP guidelines.
Record decisions and changes
Use one review record containing the submitted version, comments, decision, approvers and approved channel. Identify which comments require a change and which need evidence.
A record can capture: asset or file name and version; channel; audience; planned date; submitter; claim and evidence notes; required changes and recheck; decision; approver and approval date; approved URL or export reference; and release date. Fill in these fields for the specific asset under review.
When a material claim changes, return the complete revised piece to the relevant reviewer. Do not assume approval of an old offer or a different format carries over.
If a claim cannot be verified before the deadline, remove or narrow it and review the revised piece. If an inaccurate version has already been distributed, the supplier and reseller may need to coordinate a correction.
Before release, compare the scheduled email or page with the approved version. Save its URL or export reference and release date so both parties can identify what went out.
