Our society is so image conscious. We love the ceremony, the symbolism, the pageantry, but without grasping the substance. A chronic herding mentality molds standards of social behavior; custom is glorified without moral purpose and performed without conviction.

Whether religious hypocrites or social charlatans, we are again seeing fashionable politics practiced while the benevolent intent for which it was conceived is being ignored.

We welcome the recent appeal by the Corruption Eradication Commission (KPK) for state officials and public servants not to accept Idul Fitri gifts in a professional capacity. The call to prohibit officials from receiving gifts in connection with their positions is, in principle, refreshing. It is particularly poignant, as it comes on the heels of a presidential campaign that placed clean government at the forefront of its political platform.

The appeal comes during the annual high season for giving gift parcels and hampers ahead of the Idul Fitri, Christmas and New Year holidays. It is a time when offices and reception areas, both in the private and public sectors, become congested with attractively wrapped baskets and packages.

Giving gratuities to public officials is widely perceived to be more a norm than an exception these days – such is the state of social degradation that "tributes" have become an obligatory donation, especially during the holiday season and other notable occasions.

Kickbacks, markups and bribery have also reached acute levels, so much so that investors are avoiding coming here.

The initiative – any initiative, for that matter – to try and break this habit of handing out gratuities is a welcome and long overdue breath of fresh air.

KPK deputy chairman Erry Riyana Hardjapamekas described the practice as "kissing ass". He was also right in questioning the benefits of giving superfluous tributes as akin to shelling out millions to place a large congratulatory message in newspapers. "What's the point of publishing such ads?" he remarked. "Why don't they give the money to the poor? We have millions of poor people here."

The public's response to the KPK's prohibitive call has been overwhelming to the point that it is threatening the livelihood of gift parcel vendors. As one vendor in Pasar Minggu, South Jakarta, put it bluntly, the KPK's appeal had "killed our business". Surely, the KPK did not intend to push these businesses into bankruptcy, nor did it intend to destroy the spirit of giving.

What we have here, once again, is an example of how the public blindly apes perceived images of a social standard to an extent that it becomes incorrect behavior. One screaming headline appears one day, declaring that officials are not to receive gift baskets, and the next day, thousands of orders are canceled.

Let us not forget that tokens of appreciation are as much part of our culture as are family structures. Gifts are customarily given as tokens of respect and affection toward one's elder or senior. That many have abused this honor-bound tradition for "the commencement of corruption" – in the words of the KPK – is another matter entirely.

While a valuable gift may be a fruit too tempting to refuse, we believe that the ethics and professionalism of each individual official will reveal whether they have accepted a gift – irrespective of its value – as a bribe.

Summarily prohibiting the giving of gifts during the season of giving will not stop corruption. Bribes take many forms, and gift baskets are probably the least likely of them.

Instead, clear guidelines and regulations, including registering and setting a maximum value for acceptable presents, should be set. Even the KPK has acknowledged that gift parcels from relatives or close friends is permissible, as long as it does not affect officials' job performance.

The problem is that we have become a morally corrupt nation. So distorted are our moral perceptions that, sadly, even the most unassuming and sincere display of human affection – gift-giving – has been corrupted.