Reforms in the Coaching Sector: Two Sets of 2024 Guidelines to address concerns about misleading practices and focus on overall welfare of students

The recent release of the Guidelines for Prevention of Misleading Advertisement in Coaching Sector, 2024 by the Central Consumer Protection Authority (CCPA) marks a significant regulatory step for coaching centres in India. This follows earlier guidelines issued by the Ministry of Education in January 2024, which aimed to establish a framework for the operation of these institutions. Both sets of guidelines reflect increasing scrutiny on coaching centres, addressing concerns about misleading practices and the overall welfare of students.

𝗝𝗮𝗻𝘂𝗮𝗿𝘆 𝗚𝘂𝗶𝗱𝗲𝗹𝗶𝗻𝗲𝘀 𝗳𝗿𝗼𝗺 𝘁𝗵𝗲 𝗠𝗶𝗻𝗶𝘀𝘁𝗿𝘆 𝗼𝗳 𝗘𝗱𝘂𝗰𝗮𝘁𝗶𝗼𝗻

In January 2024, the Ministry of Education introduced comprehensive guidelines aimed at regulating coaching centres. These guidelines were prompted by rising concerns over student welfare, including issues related to mental health and safety. Key points from these guidelines include:

• 𝗔𝗴𝗲 𝗥𝗲𝘀𝘁𝗿𝗶𝗰𝘁𝗶𝗼𝗻𝘀: Coaching centres are prohibited from enrolling students below 16 years of age.
• 𝗠𝗶𝘀𝗹𝗲𝗮𝗱𝗶𝗻𝗴 𝗣𝗿𝗼𝗺𝗶𝘀𝗲𝘀: Institutions cannot guarantee ranks or good marks to attract students, aiming to eliminate false expectations.
• 𝗤𝘂𝗮𝗹𝗶𝗳𝗶𝗲𝗱 𝗧𝘂𝘁𝗼𝗿𝘀: All tutors must possess at least a graduation degree, ensuring a minimum standard of education.
• 𝗙𝗲𝗲 𝗥𝗲𝗴𝘂𝗹𝗮𝘁𝗶𝗼𝗻𝘀: Fees for courses cannot be increased during the course duration, and provisions for refunds are mandated if students withdraw or if services are unsatisfactory.

These measures were designed to curb the unregulated growth of private coaching centres and to ensure that they operate within a framework that prioritizes student safety and educational integrity.

𝗡𝗼𝘃𝗲𝗺𝗯𝗲𝗿 𝗖𝗖𝗣𝗔 𝗖𝗶𝗿𝗰𝘂𝗹𝗮𝗿

Fast forward to November 2024, the CCPA's newly issued guidelines specifically target misleading advertising practices within the coaching sector. This initiative comes in response to numerous complaints reported through the National Consumer Helpline, highlighting deceptive marketing tactics used by many coaching institutes. The main features of the CCPA's guidelines include:

• 𝗣𝗿𝗼𝗵𝗶𝗯𝗶𝘁𝗶𝗼𝗻 𝗼𝗻 𝗠𝗶𝘀𝗹𝗲𝗮𝗱𝗶𝗻𝗴 𝗖𝗹𝗮𝗶𝗺𝘀: Coaching centres are barred from making exaggerated claims regarding course offerings, faculty qualifications, success rates, and job placements. Such practices have often misled students into making hasty enrollment decisions.
• 𝗖𝗼𝗻𝘀𝗲𝗻𝘁 𝗳𝗼𝗿 𝗔𝗱𝘃𝗲𝗿𝘁𝗶𝘀𝗲𝗺𝗲𝗻𝘁𝘀: Coaching institutes must obtain written consent from students before using their photographs or testimonials in advertisements. This aims to protect students' privacy and ensure ethical marketing practices.
• 𝗣𝗮𝗿𝘁𝗻𝗲𝗿𝘀𝗵𝗶𝗽 𝘄𝗶𝘁𝗵 𝗡𝗮𝘁𝗶𝗼𝗻𝗮𝗹 𝗖𝗼𝗻𝘀𝘂𝗺𝗲𝗿 𝗛𝗲𝗹𝗽𝗹𝗶𝗻𝗲: All coaching centres will be required to link with the National Consumer Helpline to facilitate easier complaint registration regarding misleading advertisements and unfair practices.
• 𝗣𝗲𝗻𝗮𝗹𝘁𝗶𝗲𝘀 𝗳𝗼𝗿 𝗩𝗶𝗼𝗹𝗮𝘁𝗶𝗼𝗻𝘀: The CCPA has already imposed fines totaling ₹54.6 lakh on several institutions for non-compliance with advertising standards. Violations of these new guidelines will be treated as contraventions of the Consumer Protection Act, 2019, allowing for stringent penalties against offenders.

𝗖𝗼𝗻𝗰𝗹𝘂𝘀𝗶𝗼𝗻

The dual focus of both the Ministry of Education's January guidelines and the CCPA's November circular underscores a growing regulatory emphasis on ensuring transparency and accountability within the coaching sector. With these measures in place, there is hope that student welfare will be prioritized, misleading practices curtailed, and a more ethical framework established for educational support services. As coaching centres adapt to these regulations, it is imperative that they uphold their responsibilities towards students and foster an environment conducive to genuine learning and growth.