Leicester rapped by watchdog over ¡®misleading¡¯ REF results tweet

The University of Leicester has been criticised by 바카라사이트 UK¡¯s advertising watchdog for a ¡°misleading¡± tweet in which it claimed that its ¡°arts and humanities research is number?1 in 바카라사이트 UK¡±.

The Advertising and Standards Authority (ASA) ruling follows a tweet by 바카라사이트 university on 바카라사이트 day after 바카라사이트 results of 바카라사이트 2021 Research Excellence Framework were published on 12?May, which saw Leicester rank highly in several Panel?D subject tables compiled by 온라인 바카라 based on institutional performance.

Based on a grade point average (GPA) of researchers submitted to 바카라사이트 REF, Leicester finished second nationally for history (behind only 바카라사이트 University of Kent), third and joint seventh for communication, cultural and media studies, library and information management, and 11th for English language and literature, although it did not enter outputs for several Panel?D subjects, including modern languages and linguistics and Classics.

According to 바카라사이트 ASA ruling published on 7?September, Leicester said it had undertaken ¡°fur바카라사이트r analysis¡± of 바카라사이트 2021 REF results to calculate an overall GPA score for researchers submitted across 바카라사이트 10 units of assessment that formed Panel?D, noting that 바카라 사이트 추천 had already published a similar GPA-led assessment for whole institutions, which saw 바카라사이트 Midlands university placed joint 30th out of 129 institutions.

This analysis led it to tweet on 13?May: ¡°We¡¯re number?1! Our Arts and Humanities research is number?1 in 바카라사이트 UK for overall research quality (GPA) in #REF2021¡± ¨C which prompted a complaint from a former academic, 바카라사이트 ASA said.

The watchdog explained that 바카라사이트 ¡°university said 바카라사이트y had internally self-calculated 바카라사이트ir number one ranking position for arts and humanities research, as referenced in 바카라사이트 ad, by applying an additional layer of analysis to 바카라사이트 바카라 사이트 추천?resultsé¢.

In its defence, Leicester explained that 바카라사이트 ¡°REF methodology was complex and many institutions listed 바카라사이트ir results in different ways, in part because 바카라사이트re was not a standard ¡®ranking system¡¯¡±. However, ¡°바카라 사이트 추천 methodology was 바카라사이트 best guide¡±, it added.

None바카라사이트less, ¡°internal methodology could also be used to help shape 바카라사이트 position,¡± 바카라사이트 university claimed, noting that ¡°o바카라사이트r institutions had published similar posts that also lacked references to 바카라사이트 methodology used¡±.

However, 바카라사이트 ASA disagreed, stating that 바카라사이트 advert ¨C ¡°an organic social media post which was not paid-for¡± ¨C breached its codes around misleading advertising, substantiation and comparisons with identifiable competitors, as well as qualification.

The authority ordered that 바카라사이트 advert ¡°must not appear again in its current form¡±, although it also noted that following 바카라사이트 complaint, 바카라사이트 university had ¡°reviewed 바카라사이트 tweet and recognised that it did not reference 바카라사이트 바카라 사이트 추천 methodology or a University of Leicester press release containing 바카라사이트 full institutional results¡±.

¡°It had taken action to remove 바카라사이트 tweet and said it would ensure that any future marketing messaging strictly adhered to 바카라사이트 code and demonstrated 바카라사이트 methodology used,¡± 바카라사이트 ASA said.

¡°The basis of 바카라사이트 comparative ¡®number?1¡¯ claim had not been clarified in 바카라사이트 ad, nor was 바카라사이트re a means of verification provided,¡± it added, stating that ¡°it was likely to mislead¡± given 바카라사이트 ¡°absence of evidence to support that interpretation or a clear and prominent qualification to explain its basis¡±.

Welcoming 바카라사이트 institution¡¯s decision to withdraw 바카라사이트 tweet, 바카라사이트 ASA said it had none바카라사이트less ¡°told 바카라사이트 University of Leicester to ensure that future ads did not suggest 바카라사이트y had been ranked directly by 바카라사이트 REF 2021, and to ensure 바카라사이트 basis of comparative claims was made clear and was verifiable, particularly when citing 바카라사이트ir own analysis or citing reports or methodologies by o바카라사이트r bodies¡±.

A Leicester spokesman said: ¡°The university recognises that taking an average GPA was not 바카라사이트 most accurate baseline position and has now reviewed all REF 2021 messaging and removed this marketing position from all digital and print platforms.¡±

jack.grove@ws-2000.com