Who regulates affiliate marketing?

Affiliate marketing is a form of business and is regulated like other businesses by the various levels of government. You need to follow all the rules that are applicable to other businesses.

The seller of the product is responsible for any claims that are made in reference to their product. The seller will set rules that the affiliates must follow to remain as affiliates.

If the seller is using an affiliate network (such as Clickbank), then the affiliate network will also have rules that affiliates and sellers have to abide by.