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

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 Bates has now withdrawn from the Singapore 4As Creative Circle Awards (which will be held on October 25) in a brave attempt to take a stand.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

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