Most neutrino mass theories contain non-standard interactions (NSI) of neutrinos which can be either non-universal (NU) or flavor-changing (FC). We study the impact of such interactions on the determination of neutrino mixing parameters at a neutrino factory using the so-called ``golden channels'' \pnu{e}\to\pnu{\mu} for the measurement of \theta_{13}. We show that a certain combination of FC interactions in neutrino source and earth matter can give exactly the same signal as oscillations arising due to \theta_{13}. This implies that information about \theta_{13} can only be obtained if bounds on NSI are available. Taking into account the existing bounds on FC interactions, this leads to a drastic loss in sensitivity in \theta_{13}, at least two orders of magnitude. A near detector at a neutrino factory offers the possibility to obtain stringent bounds on some NSI parameters. Such near site detector constitutes an essential ingredient of a neutrino factory and a necessary step towards the determination of \theta_{13} and subsequent study of leptonic CP violation.