11 Apr 2012, 7.17PM
In a bid to better protect consumers against misleading advertisements, the Council for Private Education (CPE) has established a code to set ground rules for responsible and truthful advertising by private education institutions (PEIs). The Code, which takes effect on 9 July 2012, was developed in consultation with the institutions and members of the public, and applies to all commercial communication materials such as brochures, pamphlets, posters and banners.
Under the Advertising Code, institutions must ensure that there are no false information on sources and course fees in their advertisements. The claims in their ads must be supported by documentary proof, and cannot discredit their competitors. Examples of misleading advertisements include the use of superlatives like “No. 1” and “100% student satisfaction” when the claim cannot be substantiated, and facility photographs that are not of a PEI‘s own premises.
With the effect of this code, private education institutions with misleading ads may also see harsher penalties. Unlike previously where they may have had to remove or modify their ad, they will now face fines or even imprisonment.
Read CPE's Press Release
'New Advertising Code for Private Education Sector Spells Better Consumer Protection'.
Do you think these measures will help to prevent misleading advertisements from private institutions?