FOCUS - ASIAN ADVERTISING INDUSTRY POLL: Scam ads cause for real concern - Business intelligence brought to you by media magazine and CNBC Asia

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.

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