The Week: Best of the blogs - The real McCoy

The One Show has set out its intent to quash "scam" ads. If it receives an entry for an ad that hasn't properly run for a proper client on the agency's books, it will ban the people responsible from entering the One Show for five years.

But here's the real kicker: if you enter an ad that has just run once for award purposes, or had its media paid for by the agency, you will be banned for three years.

I think this is a good thing. It shows that at least one of the three premier ad award schemes in the world has finally put integrity before profit. These are now the only awards in the world where every ad that wins will be a proper ad, not a little award-bound jerk-off.

It finishes its statement by stating that: "The One Show encourages other international award shows to follow suit with similar policies." Very interesting. In my opinion, the One Show has differed from Cannes and D&AD in recent years because it hasn't invented hundreds of new categories through which it can rake in more cash.

D&AD and Cannes' money-chasing is going to make this a tricky one as every one of those scam refusals would be a loss of £200-£300 that neither scheme would welcome.

But it's also going to be hard for them to stick their heads in the sand when the One Show is making such a strong stance. They can either follow suit or appear to be motivated only by money and watch their prestige disappear further down the toilet.