VIEWPOINT: Drawn to scams like moths to a flame ... and just as likely to get badly burned

<p>Well, the toys are really getting kicked out the pram now over the </p><p>whole Singapore vs Hong Kong scam ads issue. </p><p><BR><BR> </p><p>Bates has now withdrawn from the Singapore 4As Creative Circle Awards </p><p>(which will be held on October 25) in a brave attempt to take a </p><p>stand. </p><p><BR><BR> </p><p>Various parties are busily slinging mud at each other, each busily </p><p>attempting to point out that the other is more guilty of fostering the </p><p>scam notion. </p><p><BR><BR> </p><p>Let's get practical here, and let's get realistic. </p><p><BR><BR> </p><p>There is no way that any awards body can logically expect to detect and </p><p>disqualify every single scam ad which is entered. </p><p><BR><BR> </p><p>There is also no way that anyone can logically expect the industry to </p><p>stop producing scam ads to enter in awards shows. </p><p><BR><BR> </p><p>So what could be done? </p><p><BR><BR> </p><p>One suggestion which was put forward was to set a 'minimum' level of </p><p>spend on all elements of the campaign - the idea is that scam ads tend </p><p>to be extremely low budget; therefore, with this minimum spend </p><p>requirement, at least some would be deterred from entering. </p><p><BR><BR> </p><p>This is not to say that low-budget campaigns, genuine or scam, cannot be </p><p>entered. They can - but they will be subjected to greater scrutiny as a </p><p>result. </p><p><BR><BR> </p><p>Of course, this is not an ideal solution. Awards bodies have enough to </p><p>deal with, never mind suddenly finding themselves in the role of school </p><p>prefects. </p><p><BR><BR> </p><p>And if an agency will go to the effort of producing a scam ad and </p><p>pretending it's real, what's to stop it from also getting creative with </p><p>accounting if questions are raised as to how much was spent, by whom and </p><p>on what? </p><p><BR><BR> </p><p>Clearly, the scam issue is complex and highly flammable. </p><p><BR><BR> </p><p>But the fear of getting our fingers burned should not stop us from </p><p>putting out the fire. </p><p><BR><BR> </p>