Mumbai: The Advertising Standards Council of India (ASCI) has recommended an amendment to its “Guidelines for Advertising of Educational Institutions, Programmes and Platforms”. For this purpose, it has invited public consultation so that all stakeholders can participate and frame a set of just and equitable guidelines for a critical industry of the country.
All educational institutions, from universities, colleges and schools to coaching classes, EdTech platforms and others that offer education and training programmes play an important role in the intellectual development of the country and will be subject to these guidelines. Since parents not only place great value on their children's education, but also make significant sacrifices to get it, it is critical that marketing communication in this sector is honest and does not harm consumers through its portrayals or content.
In this year, the education sector has contributed to 27 per cent of objectionable ads that ASCI processed (traditional education 22 per cent and EdTech five per cent). The recent EdNext study conducted by ASCI also revealed that 49 per cent of parents chose EdTech platforms based on advertising, demonstrating the importance of advertising regulation in maintaining the robustness of the educational framework. The report also brought out some concerns that stakeholders and experts had when it came to the manner in which learning seemed to be solely linked to exams and high scores. It is to address some of these concerns that ASCI has proposed a comprehensive update of the existing advertising guidelines for the sector.
The guidelines ensure that advertisements by the sector do not undermine the well being of students. The guidelines continue to require educational entities to substantiate any claims they make with relevant evidence.
The revised guidelines aim to ensure that students are not stereotyped based on their gender or appearance, nor are those who perform poorly portrayed as failures or unsuccessful. Advertisements must also not depict average or low-scoring students as unmotivated, depressed, or unhappy, or as receiving less praise from parents, teachers, or peers. In addition to students' mental health, the updated guidelines will consider their physical health; advertisements must not depict students sacrificing sleep or meals in order to study, as this normalises unhealthy habits. Creating a false sense of urgency or fear of missing out, which may exacerbate parental or student concerns about education, is also a violation of the ASCI code.
ASCI CEO and secretary general Manisha Kapoor said, “The education sector impacts millions of students and parents who make immense sacrifices to ensure the best education for their wards. Unlike most other products, education cannot be tangibly measured. The value of a programme is determined by means such as degrees, diplomas and other qualification nomenclatures, recognition, affiliations, testimonials, accreditations, admissions/jobs/compensation promises. Hence, it is critical that, in addition to being truthful and compliant with chapter one of the ASCI code, advertisers must consider any harm that can be caused through depictions or messages to young, impressionable minds. These updated guidelines will go a long way in ensuring that emerging fields such as EdTech can be harnessed as forces of good. We request that the public come forth in large numbers and share their views for a cause that is vital for the well-being and the future of our country.”
Public consultation for the guidelines starts from 14 March and will continue until 15 April 2023.
Read the proposed update of the guidelines: https://ascionline.in/education-guidelines.pdf
