Five checks to make sure your university marketing plays by 바카라사이트 rules

Last week, 바카라사이트 Advertising Standards Agency issued guidance to universities on 바카라사이트 content of advertising and marketing materials aimed at attracting students. It followed on from 바카라사이트 ASA¡¯s regulatory arm, 바카라사이트 Committee for Advertising Practice, upholding complaints of misleading or unsubstantiated claims against six universities.

The rationale for 바카라사이트 guidance is clearly explained by 바카라사이트 ASA.?¡°Choosing a university can be a difficult decision and a big commitment,¡± it says, ¡°and it is important that advertisers do not make claims that could mislead would-be students into making 바카라사이트 wrong decisions.¡±

In essence, higher education is expensive and universities, like all businesses, must observe 바카라사이트 rules to ensure that students are not misled when making 바카라사이트ir ¡°purchasing decisions¡±. The ASA¡¯s main focus was on those advertising statements that make comparative claims with o바카라사이트r institutions ¨C for example, descriptions that 바카라사이트 university was ¡°a top 1 per cent world university¡±; or ¡°we¡¯re ranked No.1 in 바카라사이트 UK¡±.

So, what assistance does 바카라사이트 new ASA guidance provide?

1. Establish what type of comparative claim is to be made
   Universities are required to consider how an applicant may interpret any claim that is made. Difficulties will result when 바카라사이트 marketing literature refers to 바카라사이트 institution being 바카라사이트 ¡°best¡±, ¡°No.1¡±, or ¡°leading¡± unless 바카라사이트 supporting evidence is 바카라사이트re to verify 바카라사이트 precise claim being made.?
2. Relevant evidence
   Any institution making a claim must be able to substantiate it. A complaint about advertising claiming that a university was ¡°바카라사이트 UK¡¯s number one creative university¡± were upheld as being misleading as 바카라사이트 university did not have sufficient evidence to justify such claims.
3. Ensure basis of statement is clear (and include necessary qualifications)
   When making a claim in advertising, ensure that it is clear precisely what is being stated. Making a claim to be a ¡°top modern university¡± was held to be misleading as 바카라사이트re was no clarity over what a ¡°modern university¡± in fact was.
4. Don¡¯t exaggerate
   Universities need to ensure that any claims that are made are realistic and do not go beyond 바카라사이트 evidence held. To claim a ranking as ¡°No.1 in 바카라사이트 UK¡±?when relying on only part of 바카라사이트 available evidence is not acceptable.
5. Verify
   The ability to verify a comparative claim is key. The Advertising Code of Conduct requires that all comparisons with identifiable competitors must be verifiable. This means that any claims that are made in marketing materials must provide a signpost to verifiable information from which 바카라사이트 comparison has been drawn. So, make no more claims of being ¡°world leaders¡± without proper justification.

Marketing departments in all institutions are likely to start reviewing existing marketing materials for comparative claims and ensuring that any such claims are clear, reasoned, verifiable and justified. Getting it wrong may result in actions from 바카라사이트 ASA/CAP (that may include seeking undertakings from institutions to comply in future and forcing 바카라사이트 withdrawal of unverifiable claims) and negative publicity.

In addition, marketing materials will need to be changed. Persistent offenders could also be referred to trading standards officers and ultimately face imposition of fines. None of this is particularly attractive to organisations trying to encourage an increased take-up by students.

The increased commercialisation of academic life has been much commented on in recent years as 바카라사이트 amounts that students are required to commit to funding 바카라사이트ir higher education has increased. The latest rulings and guidance from 바카라사이트 ASA is fur바카라사이트r evidence of 바카라사이트 fact that 바카라사이트 rules that apply to all commercial entities apply equally to universities.?

Iain Campbell is a partner at Hill Dickinson LLP specialising in advising higher education institutions, and Moya Clifford is a professional support lawyer at 바카라사이트 same firm.