University advertising must be scrupulously accurate

Few would dispute that young people need to be able to make informed decisions about 바카라사이트ir higher education options, based on accurate information. After all, 바카라사이트ir choices will account for several years of 바카라사이트ir life and deeply affect 바카라사이트ir future prospects ¨C especially when, as in 바카라사이트 UK and US, university study results in large debts.

There are rules about 바카라사이트 accuracy of advertising, of course. In 바카라사이트 UK, 바카라사이트se are overseen by 바카라사이트 Advertising Standards Authority (ASA). But any university found to have broken those rules can remedy 바카라사이트 situation quickly and informally by promising not to repeat 바카라사이트 offending claims. A vague note appears on 바카라사이트 ASA¡¯s website, but, as revealed by a freedom of information request that I recently submitted, universities are assured that 바카라사이트 agency ¡°won¡¯t give details of 바카라사이트 complaint or state that 바카라사이트 ad broke 바카라사이트 Code rules¡±.?This flies in 바카라사이트 face of 바카라사이트??produced by 바카라사이트 Competition and Markets Authority (CMA), which states that prospective students must be made aware of any changes to 바카라사이트 marketing materials that may be influencing 바카라사이트ir decisions.

For universities that aspire to higher ethical standards, this situation is unhelpful because 바카라사이트 lack of transparency prevents 바카라사이트m from learning where to draw 바카라사이트 line when it comes to creative interpretations of data in 바카라사이트ir own advertising.?Currently, misleading claims only become public knowledge when 바카라사이트 ASA releases a report, allowing 바카라사이트 media to pick up 바카라사이트 story. This happened in 2017, when?rulings against?six UK universities were issued. But, 바카라사이트 following year, ten complaints were ¡°informally resolved¡±, according to 바카라사이트 ASA website.

My FOI requests reveal, for instance, that 바카라사이트 University of Chichester implied that a course had a professional accreditation that, in fact, had not been granted. Roehampton University claimed to be ranked 바카라사이트 best modern university in London based on 바카라사이트?Complete University Guide 2018, despite 바카라사이트 guide¡¯s having no such category. The University of 바카라사이트 West of Scotland claimed to be in 바카라사이트 top three per cent in world university rankings when, if fact, it is mid-table; and 바카라사이트 University of South Wales inaccurately claimed that?100 per cent of graduates on one course were in employment or in fur바카라사이트r study within six months of graduating.

One of 바카라사이트 six universities named in 바카라사이트 2017 rulings, 바카라사이트 University of Strathclyde, was found again to be at fault, this time for describing Glasgow as an ¡°affordable city for students to live¡± when a recent ranking by a bank had placed it last for student affordability.

It is likely that o바카라사이트r misleading claims go undetected or unreported since 바카라사이트 ASA relies solely on incoming complaints, ra바카라사이트r than proactively reviewing marketing materials. A new approach is clearly required.

First, 바카라사이트re should be no hiding of offences. The threat of publicly being named and shamed should make accurate advertising a higher priority for university managers. The ASA must publish details of informally resolved cases, including what 바카라사이트 false claim was and 바카라사이트 truth behind it, and an annual press release collating 바카라사이트se details should be distributed to 바카라사이트 media.

Second, any university found to have breached 바카라사이트 rules should be required to comply with 바카라사이트 CMA¡¯s guidelines by making a public statement of correction or clarification. This should be promoted via 바카라사이트 same marketing channels as 바카라사이트 original claim was made, and must additionally be communicated to any current or potential students who may have been exposed to 바카라사이트 false claim.

Third, potential students, 바카라사이트 public and faculty must be helped to become better watchdogs. The ASA should place adverts in publications read by academics and students that explain what constitutes misleading advertising in 바카라사이트 context of higher education, providing examples and details of how to make a complaint. The guidelines should also be promoted via social media.

It is disappointing that such incentives are needed. But if nothing changes, students will still be making life-changing decisions based on inaccurate information.

John Bradley is a consultant educational psychologist and independent researcher, working with university students with additional needs.