SIX UK UNIS WILL BE WARNED OVER FALSE OR VAGUE CLAIMS
Universities are set to face stern warnings and hefty fines for making false or misleading claims about their institution’s academic record or prestige in order to entice perspective students to enrol.
The move comes as concerns grow over the way UK universities advertise and market their courses, as competition to attract students becomes increasingly aggressive. With rows about rising tuition fees and excessive pay for senior university staff still rumbling, many students and graduates are likely to feel it is the latest sign that UK universities are now being run more like badly-behaved big businesses than hallowed halls of learning.
Next week, the Advertising Standards Authority (ASA) is expected to identify up to six universities which have breached the advertising code – along with issuing tougher guidelines on what is permissible language in marketing.
It is expected that universities will be told not to mislead or exaggerate in language used in adverts for students, with claims such as being in the “top 1%” facing increased scrutiny. Vague terms like “world class” may also be challenged, whether referring to universities or individual degree courses. The University of Reading has already had to take down its claim to be the top 1% of the world’s universities, because it could not be objectively verified.
It has emerged that two universities have already agreed to clarify advertising. The ASA says the University of Bedfordshire faced a complaint about claiming to have “gold standard” teaching quality – when the university held a silver award in the new teaching excellence ratings. Liverpool John Moores University was challenged over its claim to be “university of the year”. In fact, it won the title in this year’s “Educate North Awards”.
If universities persistently refuse to accept rulings from the watchdog, they can be referred to trading standards officers, who could impose large fines.
* ARE UNIVERSITIES BEING RUN LIKE BIG BUSINESSES?
Is it right that universities should be forced to back up the claims used in their marketing materials? When you were looking at courses, how easy did you find it to assess which institutions really were the best?
I doubt whether any progress will ensue whilst Boris Johnsons lesser brother, Jo Johnson, remains in Parliament….however, once the 1992 Education Act is revoked, the Former Polytechnics will again revert to becoming Polytechnics, and will not again confuse themselves as being “Universities”.
Same should apply to the number of students entering graduate programmes. So many lies out there as to the nature of “graduate jobs”, it’s shocking. A graduate job is not one that could be filled by an A level school leaver, or worse with 1 or 2 GCSEs only. Otherwise, what is the point of £40k+ debt?
Which universities and for which years?
Universities should be prosecuted for misleading young people. I was one of them. I feel particularly sorry for those from poor/difficult/humble backgrounds who are buying this crap with the glossy marketing brochures/open days. Success in life at least in monetary terms is not based on skill or intelligence it is based on nepotism, family connections, and how much debt you can take out from the banks.