The government last week released new guidelines to regulate misleading ads by coaching institutes, prohibiting false claims such as 100% selection or 100% job security, which have been standard industry practise. So what other ways do these institutions have to attract students while adhering to the rule book? How can they ace the performance test without employing unfair means? Experts offer some answers.
Column #1
Focus on success stories, not scores
Surendra Singh, CEO, Brand Street Integrated
In light of recent government guidelines to regulate coaching centers, the focus is shifting towards ethical marketing that prioritises genuine value over exaggerated claims. I believe this is a critical opportunity for coaching institutes to rethink their strategies, positioning themselves not just as test-prep machines but as sincere, student-focused establishments. At the core of this shift is a commitment to transparency, which can be achieved through storytelling and showcasing real success stories that extend beyond high scores.
Rather than merely flaunting “toppers”, coaching centers can share diverse student journeys, highlighting their growth, struggles, and resilience. Authentic narratives resonate more deeply with students and parents, who increasingly seek assurance that an institute will invest in their holistic development.
Another promising strategy is to spotlight faculty members, whose expertise is often the backbone of a coaching centre’s value. Additionally, educational content can be leveraged as advertising in itself. Instead of relying on promotional gimmicks, coaching centers can build credibility by sharing free online classes, study tips, or exam strategies, which subtly position them as generous sources of knowledge, earning trust through value. Transparent pricing and clear service breakdowns also foster trust.
Such value-focused marketing not only attracts genuine engagement but positions the institute as a responsible leader in education. By shifting the focus to authentic stories and transparent practices, coaching centres can capture attention without compromising integrity.
Column #2
Engage rather than over-promise
Yasin Hamidani, Director, Media Care Brand Solutions
For coaching centers, advertising with honesty is essential to maintain credibility and trust, particularly in light of new government guidelines. Balancing transparency with appeal can be achieved through the following strategies:
Focus on genuine success stories: Highlighting real success stories of past students can be powerful. Instead of exaggerated promises, coaching centers should present actual testimonials from students who achieved notable results.
Use a serious yet encouraging tone: A serious tone can underscore the dedication and quality of the coaching program, appealing to students and parents alike. Humor can be used sparingly but should not detract from the core message of accountability and trust.
Prioritise digital and social media marketing: Social media offers a space to connect with students directly, and content here can be engaging without overpromising. Educational posts, free webinars, study tips, and Q&A sessions allow students to experience the center’s expertise firsthand.
Move away from print ads with exaggerated claims: Rather than using large print ads with vague claims, coaching centers could focus their resources on digital platforms, where they can engage with students in a personalised way. By adopting these approaches, coaching centers can market with honesty, build genuine connections and remain compliant.
Column #3
Show zero tolerance for lack of integrity
Amit Saneja, CEO, Educate Online
Integrity is the minimum threshold requirement of the industry and not a value addition or a USP. We have to learn how to minimise errors of commission and omission in the student interface. Incorrect, jaded or obsolete information leads to substandard guidance that can have an exponential impact on future lives and careers. These errors may emit out of lack of updated information or illicit intent. Unfortunately, the impact on student lives is disastrous. One must:
n Maintain transparency of process
n Encourage fact check—especially while quoting solutions, data or analysis
n Not make faulty promises and guarantees
n Institute an audit mechanism for the business development & advice teams
n Ensure constant training and cultural focus on ethics
n Show zero tolerance for lack of process and integrity
With the recent government guidelines pushing for truthful practices, institutions have a chance to lead with authenticity and credibility. Instead of inflated claims or idealised success stories, it’s key to spotlight actual student wins and each programme’s true strengths.
Being open in marketing and admissions is also crucial. Students need straight facts, not hype. For example, when talking about jobs or pay after graduation, schools should share average results and real numbers, not just the best cases. Being honest about the tough parts — and the help students can get to overcome them — shows that the education institutions value their growth and journey, not just getting more students to enroll.
By avoiding a one-size-fits-all approach and tailoring educational courses, institutes can become genuine partners in each student’s growth journey. Personalised support helps students pursue paths that feel right while building trust.
Column #4
Digital compliance tools can help institutes adhere to the guidelines
Amit Relan, Co-founder & CEO, mFilterIt
With the recent regulations set forth by the CCPA, the landscape of coaching institute advertising is set for an ethical overhaul. We as a company that advocates trust and transparency, view this shift as an essential step to ensure that advertising practices resonate with transparency and integrity.
Advertisers have a duty to provide transparent, honest messaging that aligns with consumer protection laws and fosters an informed choice. Upholding these standards not only ensures compliance but also strengthens integrity not just in education, but every sector. Educational institutions have a profound responsibility to uphold honesty in their promotional strategies. This involves presenting factually correct, simple, and clear information that accurately represents the quality of education, the success rates, and the support they offer students.
Implementing robust compliance tools becomes crucial in this environment. These tools help advertisers monitor their campaigns, ensuring they meet government regulations and guidelines by other regulatory bodies like ASCI to avoid being associated with any deceptive tactics. By employing digital compliance tools, coaching institutes can create ads that adhere to the guidelines, communicate their value accurately, and avoid penalties.
Today, consumers are more aware and vocal, therefore ethical advertising isn’t just a legal obligation, it’s a core element of responsible brand management. As the market becomes more regulated, only those advertisers who place ethics and compliance at the forefront of their strategies will stand out. For coaching institutes, this is not only about following the rules but also about shaping a future in which education marketing is defined by authenticity, respect, and responsibility.