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.Comment: 23 pages, 5 figures, improved version, accepted for publication in
Phs. Rev. D, references adde