Marketing the classroom

THE DOMAIN OF education is becoming increasingly tech-driven. As a result, edtech and skill development firms are constantly facing pressure, not only to innovate but also to market responsibly. Given this context, several industry players often rely on exaggerated claims to outdo their competitors, which eventually erodes trust among students and parents. As individuals have now become more cognizant, it is imperative that brands move away from overstatements to embrace ethical storytelling. This means relying on real outcomes, transparent data, and human experiences to shed light on learning journeys.

- RAMYA CHATTERJEE

The prevalence of misleading marketing has been well documented. A report by the Advertising Standards Council of India (ASCI) states that more than a quarter of edtech advertisements promise guaranteed results, often without offering adequate evidence to back these claims. Most of these advertisements spotlight outstanding student outcomes, placing them as the standard, which in turn creates high expectations among parents and learners. In response to this, regulatory bodies have issued warnings to edtech organisations against the use of misleading tactics.