Allure of vanity awards hard to dismiss

PETALING JAYA: Your organisation may deserve an award but be aware of vanity awards disguised as legitimate prizes.

A vanity award is less of an honour because the recipient essentially has to fork out money for it. An organisation is asked to purchase the award by paying a high entry fee, sponsorship or other charges.

It is a business model that transcends borders and industries with US non-profit organisation Better Business Bureau issuing warnings about such schemes in the United States and Canada since 2008.

Even government bodies have been known to pay for vanity awards.

In 2017, The Star reported the Penang Municipal Council and Seberang Prai Municipal Council had revealed that they might have fallen for a vanity awards scheme by the Europe Business Assembly (EBA) in 2013 and 2014.

Penang Island City Council mayor Datuk Maimunah Mohd said they won the EBA awards without assessment by any judges after paying a total of €7,800 (RM39,088) in entry fees.

The now retired Penang Island City Council (MBPP) mayor Datuk Patahiyah Ismail was awarded the Best Municipal Manager while the council was given the Best Municipality Award in 2013.

A year later, the Seberang Prai Municipal Council got the Best City award while its then president Datuk Maimunah Mohd Sharif was named the Best Municipal Manager.

Two European NGOs – the Center for Investigative Reporting of Serbia (CINS) and the Organised Crime and Corruption Reporting Project (OCCRP) – exposed the EBA titles as a vanity awards scam.

The report states that such organisations sent solicitation letters to companies and government agencies in the world, telling them that they had been nominated for various awards.

“Anyone who replies, shows interest and agrees to pay gets an award. Most of the letters contain the ceremony programme generally held in an attractive European capital, pictures of the trophies and information about costs,” the report added.

In 2011, The Star highlighted the proliferation of dubious awards due to high demand for such prizes.

The report said some organisers were giving out less-than-credible awards and then asking the “winners” to sponsor or buy dinner tables at lavish presentation events.

The asking price for such sponsorships ranged from RM4,000 to RM30,000, with some companies admitting they paid up for fear of business rivals getting the awards instead.

The organisers also banked on these companies’ need for recognition to boost their business. These companies treated such sponsorship as investments.

The Star reported that when demand for such awards increased, the “supply” can be raised simply by creating new categories.