AWARD to review scam ads policy

The committee of AWARD, Australia’s main advertising awards body, will this week review its policy on scam ads.  

The debate will take place at the AWARD committee meeting on Wednesday and follows a crackdown on scam ads in other parts of the world.

Scam ads are generally defined as ads that either did not run in paid media or were not signed off by clients. Entering a scam ad can give an agency or individual a creative an advantage over other entries because they have not had to meet a brief or go through an approval process.

This year has seen an increasing focus on scam ads globally. In the Middle East, the Dubai Lynx (organised by the Cannes Lions) saw several prizes withdrawn.

And after a fraudulent entry from DDB Brazil sparked a furore, the US-based One Show launched harsh new rules including a five year ban for agencies entering scam ads.

Last week, Cannes Lions issued a statement saying that its focus would be on individuals who transgressed rather than agencies.

Richard Maddocks, chairman of AWARD and ECD at Clemenger BBDO Sydney, told Mumbrella: “Our policy is based on individuals. Anyone found breaking the rules of entry may have work bearing their name deemed ineligible for entry for up to ten years. I’m fairly comfortable with that as a policy but because of The One Show and Cannes we will review that on Wednesday and discuss where we’re at.”


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