In a major crackdown on Advertisements released by the Coaching Institutes engaged in field of Coaching Students for CAT, MBA, Law Entrance, IIT, GREE, GMAT, the Advertisement Standard Council of India, has in its decision of October 2015 has found several of their ads to be misleading, unsubstantiated and ambiguous.
These Institutes as per the decision of the Advertising Council have made claims of Ranking in the Entrance Examinations, Number of successful students, Coaching and Learning Material Preparations and Contents, Test Series, Coaching Pedagogy to influence the aspirants to join their Institutes.
In October 2015, ASCI’s Consumer Complaints Council (CCC) upheld complaints against major Coaching Institutions which operate in MBA / Engineering / Law Domain relating to misleading advertisements and unsubstantiated claims in their Advertisements. The CCC found that claims in the following advertisements were not substantiated and, thus, violated ASCI Guidelines for Advertising of Educational Institutions.
Byju Classes: The claims in the advertisement, “Best CAT Coaching Institute in India”, “GMAT Topper”, “Unique CAT Pattern Workshop”, “Can’t Compare with Byju & Santosh”, “Study Material of Most of the Institutes have no value differentiation”, “80% of the students have crossed 90 percentile over the last 5 years”, “Unique Approach to RC”, “Best Team of IAS Trainers”, “India’s No. Aptitude Trainer”, “India’s #1 IAS faculty”, “20,000 test-takers across the country”, “No National Level Tests” and “Best Teachers”, were not substantiated. Other related Ads of BYJU Classes, which were found not to be in accordance with the advertising norms were as follows:
- GRE Coaching: The claims in the advertisement, “Why is success guaranteed in GRE with Mumbai’s top GRE coaching classes – BYJU’S classes?”, “60 sec is what you need to crack any verbal question using our Mathematical Approach”, “Best Teacher & comprehensive course content” and “70% of our students cross 320 in GRE with our courses”, were not substantiated.
- CAT Coaching: The claims in the advertisement, “Bell the CAT with India’s No.1 CAT Trainers”, “2000 students attend BYJU’s Classes together in a single batch in single center – making it India’s Biggest Classroom” and “Byju Raveendran serial CAT topper & No. 1 trainer for the CAT”, were not substantiated.
- GMAT Coaching Classes: The claims in the advertisement, “70% of our students have a score of 700+ in GMAT”, “60 sec is what you need to crack any GMAT verbal question using our Patented Mathematical Approach”, “760 is the minimum GMAT score of our trainers” and “We are exclusive education partner with Samsung, The Times of India, The Hindu”, were not substantiated with evidence.
- CL Educate Ltd. (Career Launcher): The claims in the advertisement, “CAT Test Series – The No.1 Cat Test Series Program”, “Most recommended test series”, “Rated the best by students”, “True percentile predictor”, were not substantiated adequately.
- Rao Edusolutions Pvt Ltd. (Rao IIT Academy): The claims in the advertisement, “India’s most dominating results in JEE Advanced 2015”, “8 out every 10 RIITians qualify in MH-CET” and “Number of students selected from Mumbai” (graph showing year of JEE Advanced), were not substantiated with supporting data. In another case relating to Rao Edusolutions Pvt Ltd. (Rao IIT Academy), the claim in the advertisement, “Every nine out of ten Rao IIT students qualified for JEE Mains”, was not substantiated with evidence/ supporting data.
- Exam Victor (Online MBA Entrance Coaching): The claims in the advertisement, “India’s Finest Online MBA Entrance Coaching. Period”, “The Best Faculty-Each lecture, every problem and each video is painstakingly hand-crafted by Vivek, an alumnus of IIT Bombay and IIM Ahmedabad. So you can rest assured that your study material is of the highest quality”, “Individual Attention-Making you an Exam Victor is our only priority. We leverage the best technology and cutting- edge analytics to closely follow your progress and provide you timely feedback”, “How is learning online with ExamVictor better?” and “Most classes employ regular graduates of variable quality”, were not substantiated.
- IMS Learning Resources Pvt. Ltd. (MBA CET): The advertiser argues that the term “Trusted for Success” is their logo and 15000+ students enrolling with their institute signifies their trust in the institute. The CCC did not consider enrolment of students to be necessarily an indicator of their trust in the institute. Hence, the CCC concluded that the claim in the complaint, “Trusted by 15000+ students for MBA CET since 2009”, when read in conjunction with the term “Trusted for Success” is misleading by ambiguity. 10. CATKing (CAT Toppers): The claims in the advertisement, “CAT King No.1 CAT Classes in Borivali, Andheri & Powai”, “Best you can get” and “Prof Rahul Singh further went to Harvard Business School for his masters in management”, were not substantiated.
- IMS Learning Resources Pvt. Ltd. (CAT Training): The claims in the advertisement accompanied by a visual and cited in the complaint “Closest to CAT” was not adequately substantiated by comparative data versus other similar institutes. Also, the claim support data for “Designed by 5-time 100 percentiler” was not considered acceptable and authentic.
- CETKing Education: The claims in the advertisement, “Home of Toppers” with photographs of 3 students who have been toppers in entrance test, “Results:700+ IIM Calls, 200+ JBIMS Calls, 358 IIM Converts, 236 SYMBIOSIS, 63 NMIMS,18 TISS, 19 MICA .. many more”, were not substantiated with evidence. Other advertisements not found to be in order was the claim in the advertisement, “CET King No.1 in Dadar” “CET King Dadar Best Coaching available” “Increase your mark by 40 marks” “Guaranteed Admissions in top B- Schools”, were not substantiated with evidence.
- CATKing (CLAP Digital Marketing Course): The claims in the advertisement, “Certification from a Harvard Business School Alumni”, and claims with reference to Mr Rahul Singh – “He is a CAT 99.99% in Verbal Ability”, “He scored 780/800 in GMAT”, “He scored 340/340 in GRE and became the World’s Rank 1 GRE Topper”, “He ranks 14th in the world for teaching English”, “He pursued his MBA from SP Jain Institute of Management & Research, Mumbai” and “He also achieved a degree in Master of Information Technology from Virginia Tech”, were not substantiated with authentic evidence.
- Cheil India P. Ltd (Samsung Smart Learning): The claims, “Best test preparation institutes onboard ”, “Best in class content partners”, “Aakash is the premier institute for preparation of medical, engineering & foundation level entrance exams in India”, “Byju has revolutionized Indian education”, were not substantiated with authentic supporting data to prove the credentials of their partners.
- CL Educate Ltd. (CL LST): The claim in the advertisement, “8 consecutive CLAT toppers till date”, was not substantiated.
- Clat Possible: The CCC concluded that in the context of the coaching for Law Entrance exam being offered in the Institute, the claim in the Website, “Surabhi Modi Sahai has won Fulbright Scholarship”, is misleading by ambiguity as claim support was for Ms Modi to be a Hindi Teaching Assistant under Fulbright Foreign Language Teaching Assistant program.
- Triumphant Institute of Management Education P. Ltd: The claim in the advertisement, “Karnak Verma makes history by ranking All India 3rd in IAS CSAT exam”, is false and misleading as no such rankings are given by Union Public Service Commission who conduct the CSAT exam.
The Advertising Standards Council of India (ASCI) was established in 1985. One of the important functions of ASCI to ensure the protection of the interests of consumers in various categories. ASCI has therefore laid down guidelines with a view to achieve the acceptance of fair advertising practices in the best interests of the ultimate consumer.
The Consumer Complaints Council (CCC) of ASCI deals with complaints received from Consumers and Industry, against Advertisements which are considered as False, Misleading, Indecent, Illegal, leading to Unsafe practices, or Unfair to competition, and consequently in contravention of the ASCI Code for Self-Regulation in Advertising.
ASCI is also the “Executive Arm” of the Department of Consumer Affairs handling all complaints pertaining to misleading advertisements.
An old marketing strategy saying goes “ Jo Dikhta wahi bikta hai”, it would not be out of place to improvise it to say “Jo Dikhaya Jata hai, wahi bikta hai”.
Coaching Classes and Institutions have overgrown in India due to huge peer pressure and parental aspirations. It is one of the biggest sector, but still unregulated in majority part of the Country. It is high time that this sector is regulated.
Advertisements surprisingly have become one of most important medium to attract students recently amongst educational institutions. Advertisements play a big role in deciding an Institution and it is required that it should be a responsible step devoid of inducements and falsehoods.
But my issue is, what next, what is the action that will be taken against these coaching institutions, who have indulged in misleading publications and advertisements and what about the students who found themselves on the wrong side relying upon the advertisements.
There is no effective legislation in place, which deals with these situations. MHRD look into the matter and bring effective legislation to ban such ads and take effective actions against the Institutions.
Ravi Bhardwaj | email@example.com