A majority of advertising and marketing professionals believe that
scam ads do damage the credibility of the industry, the latest
MEDIA-CNBC Asian Advertising Industry Poll has found.
Almost 80 per cent stated that scam ads either somewhat damage or
seriously damage the credibility of the industry.
But while half of all respondents believed that scam ads could never be
prevented from making an appearance at awards shows, 79 per cent stated
they would like to see more discussion on the subject at national and
regional levels.
Almost one-in-six said there was currently insufficent dialogue and
debate at the official level and 46 per cent said that efforts by their
country's 4As to stamp out scam ads were ineffective.
On whether there were more or less scam ads at awards shows in the
recent past, the results were inconclusive; 35 per cent ticked the
'fewer' box, 23 per cent ticked 'more' while 42 per cent chose 'don't
know'.
The best news was that 73 per cent said that if they found out that a
scam ad had won an award, they would report the case to the relevant
judging committee, underlining the fact that most despised
scamsters.
The MEDIA-CNBC poll comes hard on the heels of a heated debate over the
effects of scam ads on the advertising industry, both nationally and in
the Asia-Pacific region.
