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The Winning Formula: Most Popular Referral Program Terms and Conditions in 2024
Anna Dawal
Anna Dawal
January 2, 2024
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The Winning Formula: Most Popular Referral Program Terms and Conditions in 2024

In 2024, the landscape of referral programs has shifted. It is no longer enough to rely on enticing incentives and seamless referral mechanisms – legal compliance and transparency are now at the forefront of creating successful referral programs. Adhering to legal requirements, such as consumer protection, privacy regulations, data security, and advertising laws, is paramount.

In this blog post, I will explore the most popular referral program terms and conditions adopted by businesses in 2024. On top of that, I will explore why implementing clear and concise referral terms and conditions is important and discover the key elements that contribute to referral program T&C success, including legal compliance, anti-fraud protection, and enhancing the user experience. 

You will also learn why Voucherify’s integration with Bloomreach and Contentful is a key to your referral journey success.

{{Referral Programs Starter Guide}}

Why does your business need terms and conditions for referral programs?

Having proper referral program terms and conditions is crucial for your business in 2024. Only by aligning with legal requirements and providing clear guidelines and expectations can businesses create a transparent environment that protects against legal risks and cultivates trust, resulting in a successful and credible referral program.

Here is a list of reasons why having a clear set of referral terms and conditions is a must-have for your ecommerce business in 2024:

1. Legal compliance

Referral programs, like any other marketing initiative, must comply with relevant laws and regulations. By having clear and comprehensive T&Cs, businesses can ensure compliance with legal requirements (such as Omnibus Directive) pertaining to consumer protection, privacy, data security, advertising, and more. This helps mitigate legal risks and demonstrates a commitment to operating within the bounds of the law.

2. Anti-fraud protection

Referral programs can be susceptible to fraudulent activities, such as fake referrals, self-referrals, or other deceptive practices. Implementing robust T&C enables businesses to establish rules and mechanisms that prevent, detect, and address fraudulent behaviors. This includes measures like referral validation, fraud monitoring, and consequences for fraudulent actions.

By explicitly outlining anti-fraud policies, businesses can protect the integrity of their referral programs and maintain fairness for all participants.

3. Resolving disputes

In the event of disputes or disagreements, having clear referral terms and conditions can serve as a reference point for resolving issues and disputes between participants of the program and the business. This can help prevent conflicts from escalating and promote amicable resolutions.

4. UX enhancement

Well-crafted T&Cs play a significant role in improving the UX of referral programs. Clear and easily understandable language in the T&C document helps participants comprehend program requirements, rewards structure, eligibility criteria, and other important details. 

This transparency enhances trust and reduces confusion or misunderstandings, resulting in a more positive experience for participants. Furthermore, providing concise and accessible terms and conditions contributes to the overall user-friendliness of the referral program, making it easier for participants to engage and navigate through the program guidelines.

5. Addressing program modifications

Referral terms and conditions outline how program modifications or updates will be communicated to participants. This, again, ensures transparency and keeps participants informed about any changes that may affect their participation or rewards.

What are the most popular terms and conditions for referrals?

To provide you with more information about the most popular terms and conditions for referral programs in 2024, I researched and studied referral T&Cs of the top 50 brands from various industries.

The 5 rules presented below appeared in all 50 T&Cs; therefore, they can be considered staple pieces of information that ensure proper functioning of your referral program:

  1. Eligibility of referrer: The referrer must be an existing customer with a valid account/account in good standing to be eligible for a reward.
  2. Eligibility of referee: The referee must be a new customer or/and not a lead of the given company already (if B2B referrals).
  3. One-time referral: A given referee can only be referred to the company once, and the first referral counts only.
  4. Tax responsibility: Companies are not responsible for any taxes, as required by law, arising from the provision of the referral gift(s).
  5. Self-referral prohibition: Referrers cannot refer themselves. The referee and the referee cannot be the same person. 
What are other frequently used referral terms and conditions clauses: a bar chart

As much as 80% of businesses decide to use unique referral links as their registration form for the referral program. Less popular options for enabling customers to make referrals are unique referral codes (8%) or online registration forms (6%).

While speaking of the required referee activity, which was enumerated in 62% of referral program terms and conditions as a constitute of a successful referral, it usually refers to: the referee making a qualifying purchase of a product or service (sometimes with a minimum amount), registering for the store online, or staying signed up/being an active customer for a given period of time. 

42% of research brands also decide to limit the number of referrals that can be made or specify a particular monetary amount that can be gained, usually within a year or other stated period of time. 

What are less frequently used terms and conditions for referrals: a donut chart

As much as 36% percent of researched terms and conditions contain a clause restricting the referral program usage to the specific region or country where it is valid. Moreover, 30% of brands specify that they only grant one award for each one of the successful referrals. A still common restriction within the referral T&Cs was that concerning the age of the referee – in all the cases (34%), the referee must be at least 18 years old to participate in the program. 

The following rules were the least common of all:

  • Bulk link distribution permitted → 8%
  • Bulk link distribution prohibited → 16%
  • Referral program as a time-limited offer → 8%

Referral program terms and conditions clauses cheat sheet

As we are already familiar with the statistics, let’s take a look at how your referral program terms and conditions can look in practice – what clauses to include in order to ensure the safety and success of your promotional campaign:

Eligibility The referral program is open to all existing customers of [Company Name].
Participants must be of legal age and comply with applicable laws and regulations.
Referral process Existing customers can refer friends, family, or acquaintances to [Company Name].
Referrals must be submitted through the designated referral channel (e.g., referral link, online form, email, etc.).
Referrals received outside of the specified channels may not be eligible for rewards.
Reward criteria Referrers are eligible to receive a reward if their referred individual becomes a customer or completes a specific action (e.g., makes a purchase, signs up, etc.).
Rewards may vary based on the referral program terms and can include discounts, credits, gift cards, or other incentives.
Reward redemption Referrers will receive their rewards within a specified timeframe (e.g., 30 days) after the referred individual fulfills the required criteria.
Referral fraud Any attempts to manipulate or engage in fraudulent activities, including creating multiple accounts or providing false information, may result in disqualification from the referral program.
[Company Name] reserves the right to investigate and take appropriate action against any suspected fraudulent activities.
Program changes [Company Name] reserves the right to modify or terminate the referral program at any time without prior notice.
Any changes to the program terms and conditions will be communicated to participants through appropriate channels.
Privacy Referral program participant information will be treated in accordance with the company's privacy policy.
Referrers and referred individuals may be contacted by [Company Name] for program-related communications.
Disclaimer [Company Name] reserves the right to interpret and make final decisions on all matters related to the referral program, including eligibility, rewards, and any disputes.

Note: This is a simplified example, and you should consult with legal professionals or your promotional system software provider to ensure your referral program terms and conditions comply with applicable laws and regulations in your jurisdiction.

Writing T&C for referral programs – tips for the best UX

Now that you know what the most popular terms and conditions for referral programs (along with necessary clauses) are, you may wonder how to write the document effectively so it reaches your customers.

Here are some tips for implementing in order for your referral terms and conditions to be suited to your customers’ expectations:

1. Use plain language

Avoid using complex legal jargon or technical terminology. Write your referral program terms and conditions in clear and concise language that is easily understood by the average participant. This way, the rules will reach every single user, and you will avoid misinformed customers seeking answers that are there in the text but are hard to find.  

2. Organize information effectively

You do not want your customers to get lost in a document while searching for particular information and eventually abandon the thought of participating in a referral program. Therefore, structure the referral T&C in a logical and easy-to-follow format. Use headings, subheadings, and bullet points to break down the information into manageable sections. This helps participants navigate through the document and find the information they need quickly.

Hubly: referral programs terms and conditions

3. Highlight key points

Use formatting techniques like bolding, italics, or different colors to emphasize important terms, conditions, or requirements. This draws attention to crucial details, ensuring participants do not miss any critical information, like what types of rewards you offer or what constitutes a referral credit. 

memoQ: referral program terms and conditions definitions overview

4. Provide examples and scenarios

Use real-life examples or scenarios to illustrate how your referral program works and how participants can earn rewards. This helps customers visualize the process (along with the profits they can gain!) and understand the expectations more effectively.

Robinhood: referral program terms and conditions exemplary scenario

5. Include FAQs or help sections

Anticipate common questions or concerns participants may have and address them in a FAQ section or a dedicated help section. This saves participants time and effort in seeking clarifications and enhances their overall experience with your brand.

Rakuten: referral program terms and conditions FAQ

You may also include a summary or overview of the referral program T&C at the beginning of the document, which will provide participants with a quick snapshot of the key points and requirements, helping them grasp the program's essence without diving into every detail.

Walmart: referral program terms and conditions overview

6. Provide easy access

Make the T&Cs easily accessible by including a prominent link or button on your referral program landing page. Participants should be able to find and review the T&C easily without any hassle.

Casper: referral program terms and conditions link placed beneath the registration form

7. Seek user feedback

Once you have drafted the T&C, consider seeking feedback from potential participants or a focus group. This can provide valuable insights into how well the T&C is understood and where improvements can be made to enhance the UX.

Everlane: referral terms and conditions feedback option

8. Make referral terms and conditions mobile-friendly

Ensure that the T&C document is mobile-responsive and optimized for viewing on different devices. Many participants may access the referral program through their smartphones or tablets, so it is crucial to provide a seamless experience across all channels.

Take advantage of Voucherify x Bloomreach and Contentful integrations

In today's digital landscape, where content management plays a crucial role in delivering engaging online experiences, CMS platforms like Bloomreach and Contentful have emerged as powerful tools for businesses. These platforms provide robust content management capabilities and are known for their headless architecture, allowing for flexible and decoupled content delivery across multiple channels. The headless component is what enables seamless API integration with specialized promotional software like Voucherify for running referrals.

Learn more: How to create a digital referral program with API?

By taking advantage of the upcoming Voucherify integration with Bloomreach and Contentful, you can tap into the full potential of your referral program. This integration allows you to combine the power of personalized referrals with a dynamic content management system. You can effortlessly incorporate referral codes, referral program copy, and most importantly, terms and conditions, directly within your website content, delivering a cohesive and engaging experience to your audience.

With the ability to manage referral campaigns content within your CMS platform, you can streamline campaign creation, tracking, and management. You no longer need to navigate between multiple systems or rely on manual processes – Voucherify will save unique ids of specific pieces of content related to your referral campaigns and allow you to display them at the right time and place.


Having transparent and well-crafted terms and conditions for your referral program is key to ensuring its success and compliance with legal requirements. The popularity of referral programs in 2024 emphasizes the importance of setting clear guidelines, eligibility criteria, and reward structures to create a fair and engaging program for both referrers and referred individuals.

By combining proper terms and conditions, promotional software, and CMS platforms, you can unlock the winning formula for a highly successful referral program. So, seize the opportunity to leverage these tools, create a compelling referral experience, and watch your program thrive with increased customer acquisition and brand loyalty.


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