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OfferPal atones with advertising policies

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Nov 20, 2009 

Author

Gavin Dunaway  |

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OfferPal atones with advertising policies

ADOTAS – Call it the expletive heard ’round the social mediascape: at the Virtual Goods Summit three weeks ago, now-former Offerpal CEO Anu Shukla infamously called concerns over unethical practices in the industry (raised by TechCrunch’s Michael Arrington) three types of excrement. At the time, the crowd applauded, but the backlash was fast and brutal: by Nov. 4, Shukla had been shoved out of the company that she cofounded.

Now in its latest effort to recover face after the incident, Offerpal is attempting to take the lead in cleaning up the soiled reputation of virtual currency monetization, first by publishing strict advertising policies on its website.

The policies spell out that misleading, deceptive or otherwise objectionable are not welcome by the company. Language used in offers must meet rigid guidelines. In addition, Offerpal will rate offers by quality and allow partners to choose their level of restriction.

Offerpal has also added a watchdog, deemed the “compliance server,” that will monitor and remove “unapproved deviations” to a partner’s landing page. Customer support staff has been enlarged and the company is teaming up with industry associations and other providers to devise industry standards.

“The direct marketing industry, in all channels, is plagued by unscrupulous marketers, but the rapid growth and popularity of virtual currency offers has spotlighted the problem in social media,” said newer CEO George Garrick. Garrick reportedly has been in heavy constant Facebook, MySpace and other social media sites, as well as application developers to reach a new level of compliance.

While all these adjustments make for an impressive olive branch, it remains to be seen if it can wipe away the residue left by the “Queen of Scams,” as TechCrunch knighted Shukla.

Tags: monetization, offer-marketing, offerpal, shulka, tech-crunch, virtual-currency and virtual-goods

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