VIEWPOINT: We know it's wrong, you all know it's wrong ... so why do you do it?

<p>So Jeffery Yu, head of the Hong Kong 4As, is on a mission to stamp </p><p>out scam ads from being entered in legitimate advertising awards </p><p>shows. </p><p><BR><BR> </p><p>Well, good for him - and good luck to him, for he faces a monumental </p><p>task. </p><p><BR><BR> </p><p>The problem at the moment is that all too often, the judges know an </p><p>entry is a scam, the agency knows it's a scam, the organising committe </p><p>knows it's a scam, the audience sure as hell will know it's a scam - but </p><p>nothing can be done because the definition of a scam ad is too </p><p>lightweight. </p><p><BR><BR> </p><p>Right now, as long as an agency can prove that the client approved the </p><p>ad and paid for the media buy, an ad will run, no matter that the client </p><p>had no say or input in the creative, or that the ad ran in the most </p><p>irrelevant of media, and probably only ran once. </p><p><BR><BR> </p><p>Clearly, this is where the first blood needs to be drawn. </p><p><BR><BR> </p><p>And where better to start the attack than in the agencies' wallets - to </p><p>qualify, ads should have to run in relevant media (relevant to the </p><p>product or service being advertised, relevant to the target market) for </p><p>a minimum of three insertions, perhaps. </p><p><BR><BR> </p><p>Agencies should have to prove that the client did more than just approve </p><p>the ad; they should have to prove that the client actually wanted the </p><p>ad. </p><p><BR><BR> </p><p>But over and beyond this, a major shift in attitude within the creative </p><p>community is required, and this is where Mr Yu faces his toughest </p><p>battle. </p><p><BR><BR> </p><p>After all, who is it that told the industry that awards are prestigious, </p><p>crucial to business, vital for job prospects and something which </p><p>agencies simply have to have? So why are we now tut-tutting when some </p><p>agencies will do anything they can think of to win these highly-prized </p><p>awards? </p><p><BR><BR> </p><p>Still, the journey of a thousand miles begins with a single step. </p><p><BR><BR> </p>