Non-Compliant Actors in Affiliate and Internet Marketing as a Complex Adaptive System

“It is said that if you know your enemies and know yourself, you will not be imperiled in a hundred battles; if you do not know your enemies but do know yourself, you will win one and lose one; if you do not know your enemies nor yourself, you will be imperiled in every single battle.”
- Sun Tzu, The Art of War

“My father taught me many things here — he taught me in this room. He taught me — keep your friends close but your enemies closer.”
- Michael Corleone, The Godfather Part II

Abstract:
Non-compliance in Affiliate and Internet Marketing poses threats to legitimate affiliates and marketing partners, to the advertisers, to the online ad networks, and to the Internet at large. There is a vast range of non-compliant promotional methods, however the root reasons for the activity(ies) are relatively simple - greed, coupled with a varying degree of disrespect-for-authority/rules. Research and investigation has shown that monitoring and enforcement has had a perturbation effect on non-compliant marketers, responsible, in some ways, for their adaptive behavior. It should be duly noted that competition with both compliant and other non-compliant marketers, as well as changes in the “Internet environment” are also prime-motivators for the emergence and necessity of evolutionary non-compliant behavior. This paper investigates non-compliant Affiliate and Internet Marketers (black hats) as a Complex Adaptive System (CAS). In it, I hope to describe how CAS behaviors can be applied to black hats, define a mechanism for their behavior (Zorro Syndrome), and offers suggestions for non-compliance detection and enforcement, consistent with CAS. Read more

Zorro Syndrome

Zorro Syndrome is a psychological construct and an evolution of Robin Hood Syndrome, used to describe the behavior of non-compliant actors in Affiliate and Internet Marketing.

The name Zorro Syndrome was chosen to describe the Complex Adaptive System (CAS) model for the behavior of non-compliant Affiliate and Internet Marketers for a number of reasons. First, Zorro has a heroic image that highlights the importance of perspective in the analysis of the CAS. To some, usually representing ‘The System’, Zorro was a thief, traitor, and - these days he’d be called - a terrorist. To others, he was revolutionary, champion-of-the-people, and courageous hero. This dual perspective exists for ‘black hats’ and their activity as well. Second, Zorro, through his true identity, Don Diego de la Vega, had a deep understanding of “The System”, believed it corrupt (or, at least corruptible), and used his knowledge, and position, to the benefit of the Zorro persona and mission. Black hats, using their knowledge of “The System” do the same to further their goals. Third, while having compatriots and sympathizers, Zorro almost always acted against “The System” alone. Non-compliant Affiliates and Internet Marketers generally follow the same pattern, seldom actively working with anyone, yet there are still levels of contact and communication. Fourth, central to the Zorro legend is mistrust of authority. While enjoying a position of wealth and nobility, Don Diego/Zorro, believed “The System” was corrupt and exploitative, and acted against it. A hallmark of black hat psychology is mistrust of authority, which can have both an amplifying and dampening effect on an individuals response to compliance actions. Lastly, Zorro wore a black hat, and there is no rule saying that a research paper cannot also be ‘a little fun’.

Zorro Syndrome encompasses a variety of behaviors, which arise from the application of a short list of simple rules that exist within the context of the complex adaptive system. Meaning, that the emergent behavior of individuals, and of the CAS, results from the iterative application of these rules. Additional research is require to increase the list and the extent of the behavior. The rules are:

1. The future is uncertain.
2. You will either be a Master of The System, or its Servant.
3. They are out to get you.
4. The ends justify the means

Black hat

Also known as: Bad guys, cheaters, fraudsters, etc.

Wikipedia has a good, but broad, definition of “Black hat“:

A black hat is the villain or bad guy, especially in a western movie in which such a character would wear a black hat in contrast to the hero’s white hat. The phrase is often used figuratively, especially in computing slang, where it refers to a hacker that breaks into networks or computers, or creates computer viruses.

Within the Affiliate and Internet Advertising industry, a “Black hat” would be an affiliate or partner, motivated by greed, that cheats-the-system to earn commissions through non-legitimate promotional methods or fraudulent activity.

“We’re like Robin Hood. We steal from the rich companies and give to the poor, which is us. You know what, that’s not right, actually. Blackhat isn’t ‘theft’, theft is against the law. All we do is manipulate the system in a way that works to our favour. We don’t follow their rules, the real rules are within the system, and we make the system work for us instead of us working for it.”

The quote above, from a member of a Black hat Online Forum, probably best encompasses their general psychology. “we’re not stealing, we’re ‘taking advantage’ of the system created by greedy corporations”.

Also within the context of Affiliate and Internet Marketing, a “White hat” would be an affiliate or partner that promotes within compliance and does not manipulate the system to their benefit.