If you have been following industry comment in the past few weeks the issue of audited media has come up yet again. There is currently a huge gap in the available mediums between those who are independently audited and recognised by the industry versus those who are unaudited and exist on claims of audience. The example in question in the news of an unaudited medium, is one of the biggest in the world- Facebook. It has been discovered that Facebook is overstating it's audience figures and is not independently audited. Even without an independent audit of audience figures, millions of dollars per year are spent by advertisers on unaudited mediums including Facebook other online providers, print, ambient and electronic mediums. How can this be? The answer lies in a total denial of reality. Because a medium is supposed to be powerful and seen as the be all and end all of media options, advertisers blindly throw money at unaudited mediums of all forms. In short it is blatant stupidity. If you are an advertiser and expect results then it pays to know exactly what you are buying. Purchasing an unaudited medium is a recipe for wasting your money. This issue of unaudited mediums is more than buyer beware, it is a case of foolish investment based on gloss, hot air and hype. Don't be fooled, only work with mediums that are independently audited and recognised as legitimate. If in doubt seek out an independent media specialist and update your media policy, media strategy, media planning and media buying.