It is critical that those in the industry be seen to be maintaining the highest levels of professionalism and integrity.

Media planning is a serious business. We invest large amounts of money on behalf of clients, and are remunerated accordingly. It is critical for this reason that those in the industry be seen to be maintaining the highest levels of professionalism and integrity. Bribery (or perceived bribery) has no role to play in this environment.

It has come to the MDC's attention that a certain media owner is currently attempting to incentivise planners/ buyers with a cash 'bonus' if they commit to packages valued from R250 000 and upwards (the cash back ranges from R10 000 to R20 000). While to the media owner this might seem to be nothing more than aggressive marketing, to us it is unethical practice.

About two years ago, the MDC managed to put a stop to a competition where the planner/buyer was offered a free overseas trip in exchange for booking an ad in a certain medium. However, conditional competitions are still in existence (eg book a package for Wimbledon and qualify for a draw with a prize of two tickets to the finals). The MDC would like to reiterate that such incentives should play no part in influencing the responsibility of the agency to provide objective media recommendations. Media planners should not only be impartial, but should be seen to be impartial at all times.

In order to ensure the highest standards of integrity in the media industry, the MDC has set the following guidelines for media owners:

Conditional competitions are not acceptable (eg: where the planner or buyer has to book a package or advert in order to qualify for a later draw). Competitions must be open to all.
This applies to conditional trade gifts (eg: the first ten buyers to book a package will receive a certain gift)
Any form of cash back or value added should be to the benefit of that particular client's advertising budget (eg: where a planner commits Rx amount and receives a free page for the client concerned).
Generally, neither the client nor the planner/buyer should benefit personally as a direct result of a media booking, no matter the size of the media spend or the incentive itself.
If any media owner is unsure about the specific workings of competitions or incentives, they are urged to contact Natalie Tudhope on (021) 419-6802

23 October 2000