And yet British Adverting has failed to target them properly. Research commissioned last year* by BT highlighted the need for British Companies to evaluate how they target the ethnic minority niche markets. How best to use market research, target marketing and identify specialist media.

One critical element is still missing though. How to talk "creatively" to this audience.

Perhaps advertisers and marketers are not to blame. Very little literature exists to guide them and up to now very few Asians have actually been involved in the marketing process. Traditionally seen as a less than a first class profession, many Asians parents have pushed their children into more "culturally acceptable" careers in Law, Accountancy, Banking and Medicine. However, with the rise in the working female population, we now see more Asians entering marketing and advertising. Undoubtedly though, it will take several more years before sufficient numbers rise through the ranks to influence the boardrooms of UK Companies.

At present, ethnic advertising falls into a ghetto category. Most UK adverts portraying Asians either patronise; highlight characteristics that are not recognised by Asians themselves, miss the point, denigrate or caricaturise features that are alien to the community. Asians are often used as a "prop" in adverts or as a mere ruse for brand extension. Most main stream advertising featuring Asians is not amusing, biased and unrepresentative. Disagree with this damning verdict?

Consider how much of recent ethnic advertising reflects back upon the "Days of the Raj". A time of colonial rule which Asians perceive in a totally different light to the British. Or how about the more amusing "tongue in cheek" concepts that often result more in "foot in mouth" rather than the intended approach. Then there are those "curry in a whiz" adverts. Worst of all, when all ideas fail, advertisers resort to Bollywood for inspiration. The fact is that these all rely on Asian Stereotypes that simply do not exist.

It is true that Asians have an almost schizophrenic existence. On the one hand we try to integrate with community in which we live, but on the other hand, traditional Eastern influences - sometimes several generations removed - still play a large part in our lives.

Asians should demand that marketers deliver higher quality advertising. After all, if Asians are to be categorised as an acquisitive, label-conscious, status-seeking niche market, then it would pay advertisers to target these features rather than the colour of the skin.

* Mintel report 2000 commissioned by BT