Government issues new guidelines to curb misleading ads by coaching centers

In a move aimed at curbing deceptive advertisements by coaching centers, the Central Consumer Protection Authority (CCPA) released guidelines on Wednesday that ban misleading claims, including guarantees of "100% selection" or "100% job security."

Prompted by consumer complaints received through the National Consumer Helpline, the guidelines mark a regulatory effort to enhance transparency in the coaching industry.

So far, the CCPA has issued 54 notices and imposed fines totaling Rs 54.60 lakh.

Consumer Affairs Secretary Nidhi Khare highlighted that coaching centers often withhold key information from prospective students, leading to misunderstandings and unmet expectations.

The new guidelines are intended to improve advertising practices within the industry while respecting consumer rights. Khare clarified that while the government is not opposed to coaching centers, it does seek truthful representation in its advertising efforts.

The guidelines prevent coaching centers from making unsubstantiated claims about course offerings, faculty qualifications, fee structures, selection success rates, and guaranteed job placement. They also prohibit the use of successful candidates’ names, photos, or testimonials without written consent, which must be obtained after the candidate has achieved their success.

According to Khare, many candidates pass competitive exams such as the UPSC prelims and mains independently and only seek coaching for the interview phase. She advised students to verify specific details of courses taken by successful candidates before enrolling.

The guidelines, formally titled "Prevention of Misleading Advertisement in Coaching Sector," cover all forms of promotion related to academic support and educational services. They exclude non-academic services like counseling, sports, and creative pursuits.

Coaching centers are also required to disclose information regarding course details, qualifications, and infrastructure, and to confirm that the courses have been approved by authorities like AICTE or UGC, where relevant.

Violators will face penalties under the Consumer Protection Act, with the CCPA warning that additional enforcement measures will be applied if needed.