'How do correctly use the "value" parameter for modal popups?

On www.purelocal.com.au

There are icons and text with the value="X" parameter to open it's respective JS popup. However , according to HTML validation I cannot apply the value="X" parameter to images or plain text (only using certain tags like INPUT,OPTION etc.

Does anyone know about this? Wrapping the text and images around these tags in order to pass HTML validation seems like a weird thing to do.

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