· Adverts to give
prospective students better information on university course
outcomes
· Course adverts
should now include comparable data on drop-out rates and what
proportion of students go on to graduate jobs
· Key push from
government to improve quality, transparency and fairness for
students
Universities are being given new guidance on adverts to put an
end to misleading claims that attract prospective students onto
dead end courses.
The plans aim to give students genuine choice about where to
study and will clearly identify courses with high drop-out rates
and poor graduate outcomes.
Under the new guidance published today (1 July), university
course adverts will be required to include comparable data on
drop-out rates and the proportion of students who go on to
graduate jobs or further study. All forms of advertising
including digital, TV and radio should include such data so
students have useful information to hand to make better choices
about their post-18 study options.
The latest data shows that looking back now, fewer than 6 out of
10 students would make the same choice of course and university.
The new guidance will help ensure that all students have easy
access to core data about their course prospects, helping them to
make the right decision for their future.
Minister for Higher and Further Education said:
“I know from the community I grew up in that choosing where and
what to study can be difficult – especially for first-in-family
students. Making such a significant investment in your time,
money and future is not made any easier by bold university
advertising, which often promise students a high-quality
experience even when the statistics suggest they will be stuck on
a dead-end course.
“I have therefore produced guidance to ensure that just as every
advert for a loan or credit card must include basic information
like the APR, every university advert should include comparable
data on drop-out rates and the progression rate of students into
graduate jobs or further study.
“Prospective students deserve clarity and honesty and I will not
hesitate to ensure they get it. Quality, transparency and fair
access are my priorities and this guidance will help students to
make the right decision for themselves and for their future.”
This underlines previous calls made from Minister Donelan, who
has long made clear that whilst universities are entitled to sell
their best features, they should do so in an honest and
transparent way which empowers students.
This data should be noticeable in all forms of advertising, such
as being written in the opening lines of a web advert and being
quoted in adverts made for TV or radio, so that students can make
an informed decision as easily as possible. In cases where this
is not possible, such as for new courses without any previous
data, universities are advised to include provider-level data.
This guidance builds on the Government’s mission to drive up
quality, transparency and fairness for students - including
tackling drop-out rates and improving graduate progression - with
the longer-term aim of helping young people to get the education
and skills they need to succeed, supporting them in getting good
jobs and achieving their ambitions.
As an alternative to university courses, there are lots of
choices out there for students to get where they want to go, and
the Government encourages students to talk to their school or
college about the range of post 16 and 18 options available to
them including degree apprenticeships, apprenticeships, and
higher technical qualifications.
