Note: This advice is given by the CAP Executive about non-broadcast advertising. It does not constitute legal advice. It does not bind CAP, CAP advisory panels or the Advertising Standards Authority.
The Code states that those offering vocational training or instruction should not promise employment unless it is guaranteed (Rule 20.9). It would be acceptable, however, to invite readers to consider training as part of career development. For example, claims like “Bored with your job? Thinking about changing direction? We could help …” or “Ever fancied working in IT? We offer training that could get you on the right track” are acceptable. Claims such as “Earn £x after training, guaranteed!” and “Become a driving instructor … Secure income of 23k – 30k” are not.
In the past, the ASA has received complaints about ads for courses for book-keepers (Multimedia Company, 7 July 2004), proof readers, IT professionals and driving schools (Mentor Group, 9 June 2004) that have enticed readers on to the courses by making salary and employment claims. The Code is clear: marketers should not guarantee employment at the end of the course unless they can deliver on their promises.
If a course fee is payable, that should be either clear from the context or stated. The duration of the course and the level of attainment needed to embark on it should also be clear.
Last modified : 03 August 2010