Advertising guidelines for education sector soon

During the first half of 2010, the sector topped the chart in print advertising.

The education sector, which topped the charts in print advertising this year, will have to follow certain advertising guidelines from October 2010.The Advertising Standards Council of India (ASCI) will shortly release the guidelines approved by the ASCI board.

According to TAM data, the education sector, during the first half of 2010, topped the chart in print advertising by pipping traditional gainers, like FMCG, telecom and the auto sectors.

Lovely Professional University, Maharana Pratap Group of Institutions, Manav Rachna International University and Aakash Institute are among those that have advertised regularly over the said period.

“Private universities have mushroomed over the last few years and in a bid to establish credibility and expand student base in lesser time, they are spending heavily on advertising. Thus, having a code in place becomes mandatory,” said Dhananjay Keskar, director of IBS Pune and the former Chairman of ASCI. Keskar, who is heading the committee, said, the education industry in general is in agreement with draft guidelines and ASCI would approve the same this month.

The proposed guidelines for education institutions, among other things, prohibit institutions from claiming that enrolment in the institution or programme will provide the student a temporary or permanent job, job promotions or salary increase, etc, unless the advertiser is able to substantiate and also assume full responsibility of the advertisement.

Also, advertisements shall not make claims regarding extent of the batch placed, highest or average compensation of the students placed, admissions of students to renowned educational institutes, and affiliation with a foreign institution, etc, unless they are substantiated with evidence.

“Many times the advertisements claim to have the largest campus when the images are computer generated. Many institutes talk about international placements when students are placed domestically. ASCI’s aim is to curb such misleading advertising,” added Keskar.

ASCI said the feedback from the education industry has been positive and in affirmation to the guidelines. Around 30 academicians have responded to the guidelines and come up with new ones suggestions.

“We have suggested that use of words like free laptops and free study tours should be prohibited. Also, institutes should mention if they are a franchise centre or study centre. Claims about foreign faculty on board should also be substantiated,” said an academician, who spoke on the condition of anonymity, till the guidelines are made public.

As per the proposed guidelines, an advertisement will not state or lead the public to believe that an institution or course or programme is recognised, authorised or accredited, unless the advertiser is able to substantiate with evidence. In case the advertised institution or programme is not accredited or approved by a mandatory authority, but is affiliated to another accredited institution, the full name and location of the said affiliated institution shall also be stated in the advertisement.

Guidelines also suggested that the name and logo, if any, of the affiliated institution, shall be in the same font size as that of the advertised institution or programme in visual media, such as print, internet, hoarding, leaflet, prospectus, etc, including television. In audio media, such as radio or TV, the name of the affiliated institution must be stated.