Common for smaller providers to use third-party promoters: Industry players

They may offer to recruit up to 100 students for training courses while assuring learners that they will not have to pay a cent, and dangle freebies or incentives to sweeten the deal.

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Such practices are typically used by marketing agents, which act as middlemen between training providers and prospective applicants, offering to promote SkillsFuture-funded courses to hundreds or even thousands of people.

The Sunday Times understands that the agent, in some instances, may take a 30 per cent to 50 per cent cut from what the provider earns which could include SkillsFuture subsidies or course fees depending on the agreement with the provider.

Providers may also engage third-party marketing firms for advertising and social media needs.

From Dec 1, however, training providers can no longer engage any third party to promote, advertise, or market courses, SkillsFuture Singapore (SSG) announced on Oct 8.

The move follows complaints about aggressive or misleading marketing tactics, including cases that observers say have eroded trust in the adult education sector.

SSG said it is investigating public feedback on instances where prospective learners were offered cashback or other incentives to enrol.

It said training providers must not provide gifts, vouchers or anything of monetary value to learners for any referral or course sign-ups.

Those found guilty of doing so may face suspension or termination of their contract with SSG.

SSG added that training providers are ultimately responsible for these advertisements.

While not widespread, SSG said such tactics pose “heightened risk” of misrepresentation, over-promising, or undue influence on learners.

SSG said reports on undesirable marketing practices involving third parties rose from 15 cases in 2024 to 21 cases between January and August in 2025.

Industry players said the ban on external marketing services could hit smaller players the hardest, although it will help standardise companies' interactions with learners.