Faking it

In the wake of the DDB Brasil 9/11 Times A Hundred outrage-gasm, The One Show has just announced its new “hard line” against fake ads.

We’re wondering how on earth they’re going to police if creative has just run once “on late night TV.” But maybe it’s like No Loitering signs. It’s not to literally keep everyone away; it’s the ability to prosecute.

Kudos to The One Show for listening and responding in a way that seems appropriate, and for implementing rules on fake ads that honestly should’ve been in place years ago.