A Practical Guide to Education and Training Marketing Claims
Advertising for schools, colleges and training providers, particularly claims about outcomes and jobs.
Samir Haddad
At a glance
- Outcome claims job placement and salary claims need evidence
- Accreditation claims about accreditation must be accurate
- Federal aid institutions receiving federal aid face additional rules
- Recruitment incentive-based recruiting is restricted for some institutions
Why it matters
Why it matters: Education marketing claims about employment and earnings are heavily scrutinized and often require substantiation.
Best practice
- Substantiate placement and salary claims
- State accreditation accurately
- Disclose program costs clearly
- Keep evidence for outcome statistics
- Review claims with compliance staff
Common pitfalls
Watch out for:
- Job guarantees
- Selective outcome statistics
- Vague accreditation claims
- Pressure tactics in recruitment
When to call in a specialist
Bottom line Bring in help when marketing education programs.
Where this comes from
- U.S. Department of Education — Policy guidance
- Federal Trade Commission — Advertising FAQs: A guide for small business
The figures and practices above come from the sources listed.
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