How vanity awards feed the ego economy

Imagine receiving the message: "Congratulations! You've been selected as the Visionary Leader of the Decade." Chances are, you'll jump out of your seat. Blink three times in disbelief. Your pride kicks in. It feels good. Really good.

- REY ELBO

Last week, I received the same notice of award from someone on LinkedIn.

My reaction? Nothing. Not even a raised eyebrow. I don't just practice critical thinking—I run it on autopilot. And this latest message? It smelled fishier than a dried squid on a sidewalk market during summer. Funny. It's the second notice I received in the past six months—though this one had slightly better grammar.

ELBONOMICS Over the years, I've received more than 20 similar invitations from both local and international organizers. Ninety percent of them were tempting. The awards were like Instagram filters, but more about flattery than reality.

Spotting a trick The organizer tells you to click a link for details. And that's when it hits you. Before you can claim your plaque, trophy and deliver a three-minute acceptance speech on stage in a hotel ballroom somewhere between Dubai and one's imagination, you have to pay between $1,000 and $1,999 for the Platinum Leadership Award in Asia.

This includes a glossy feature article in a "global" magazine, read by the organizer's five workers, your fellow "winners" and three bots.

The cost excludes the air fare, hotel accommodation and meals. That's on you, Mister or Miss Champ.

Welcome to the glimmering galaxy of vanity awards where the red carpet is real, but the prestige is purchased by the winners. Here's how to spot the trick: