“Top 1% in the world.”
“Top university in England for long-term graduate prospects.”
“London’s top modern university – and one of the top 10 in the UK.”
These were among the more spurious claims put forward in the marketing materials of six universities that the Advertising Standards Authority this week singled out for misleading prospective students with trumped-up claims. The decision is noteworthy for its timing: the consumer watchdog is cracking down at a moment when university fees are front-page news. That the ASA received complaints about university prospectuses in the first place signals a shift in how we see universities – from hallowed institutions to which we seek admittance to one of the pricier items on our shopping lists. A big transaction but, still, a transaction.
UnHerd asked Chief Executive Guy Parker about why the ASA chose to intervene now, and what else is coming down the road in the increasingly commercial sphere of education.
This interview has been edited and condensed.
Universities have been making boastful statements about their rankings and status for a while. Why did the ASA decide to provide more scrutiny now?
There’s nothing wrong with universities promoting themselves in the best possible light. But we’ll step in when an advertising claim crosses the line, whether it’s in a paid for space or on a university’s website or social media posts.
Our action follows a case in the summer involving Reading University and its claim to be a “top 1%” world ranking university. It also responds to a series of complaints that other universities have been making similar claims.
Is there really any meaningful way to substantiate a claim like ‘top 1% in the world’?
There may well be if the claim is carefully worded and qualified. Universities have to follow the same rules that apply to all advertisers – if you’re making an objective claim, make sure it’s presented unambiguously and make sure you can prove it.
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