New advertising code

Four sub-clauses introduced into the code are based on the feedback and inputs received from the public and educational institutions themselves.

Some of the suggestions from the public are indicative of real life situations of misleading advertisements. Most of these include ads claiming high ranking, building and infrastructure, students’ testimonials and job placements.

Incorporating specific suggestions, the final code prohibits advertisements claiming comparative ranking of institutes without giving details of the ranking organisation and the date the ranking was published. Similarly, a new clause prohibits display of building or infrastructure from models and computer graphics, requiring institutions to show actual and existing facilities, if the facilities are shown in the ads.

ASCI's new advertising code for the education sector will come into force from December 1st this year. ASCI  had introduced the draft code two months back.

Says Mr Rajiv Dube, ASCI’s newly elected Chairman, “Education is a sector that is critical to country’s future. We received a number of suggestions and inputs on draft guidelines, largely from lay citizens and institutes.

Such a response reinforced the importance we placed on the education sector and the need to treat it as a special case. We now know that our belief is a major public concern too, and sincerely hope that the code will reduce incidences of wrongful advertising in the education sector.”

ASCI’s new code also attempts to clamp down on misleading testimonials of students who may not even have been part of the educational programme, exam or subject. A new clause makes it mandatory for advertisements to give exact details of students giving testimonials.

Similarly, the new code takes another technicality into consideration by asking advertisers to mention the total number of students who passed out from the class, whenever they claim an absolute number of students placed in jobs.

Additionally, the final set of advertising guidelines for educational institutions prohibit institutions and programmes from claiming recognition, authorisation, accreditation, or affiliations without providing proper evidence.

The guidelines also require that the name and place of the affiliated institution which provides degrees and diplomas on behalf of the advertiser and which may not be accredited by a mandatory authority, is also prominently displayed in the ad.

With the new guidelines, educational institutions will not be able to promise jobs, admissions, job promotions, salary increase, etc., without substantiating such claims and also assuming full responsibility in the same advertisement.

The proposed guidelines discourage institutions from claiming success in placements, student compensations, admission to renowned institutes, marks and rankings, and topper student testimonials unless every such claim is substantiated with evidence.

The education sector guidelines take note of the fact that a significant amount of advertising activity is currently happening in the education sector, reflecting the vast variety of educational programmes being offered in the country.

According to the recent ADEX report, advertising by educational institutions has gone up by leaps and bounds. Last year’s figures show that 8% of all advertising expenses in print media came from the educational sector. This is a significant increase as compared to just a few years ago.