[5][6] To further enhance the image of validity and prestige, they notably incorporate superlatives such as "World," "Asia," "Best," "Excellence," "Top," "Global", "Star", and similar terms in the name of their award-giving body.
Compared to legitimate award-giving bodies, where nominated candidates are screened by a panel of reputable and relevant adjudicators, the awardees in these cases are often selected either personally by the body's leaders, through surveys or similar research methodologies that are insufficient and questionable, or based on the amount of their financial contributions.
While many of these awards operate legally in their respective countries and do not violate specific laws, many in business circles and experts deem these schemes to be scams.
[10] "Phony vanity awards prey on small businesses who are trying to make their companies stand out in their industry.
[16][17] Nonetheless, businesses continue to issue press releases boasting of having received these awards[18] despite their questionable provenance and meaninglessly broad selection of large numbers of cities and categories.
[3] Pitches for Who's Who-type publications (see vanity press), biographies or nominations for awards or special memberships can have a catch to them in which the honoree is required to pay for recognition.