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Stephen Isherwood, Chief Executive at the Institute of Student Employers, responds to the publication of the Migration Advisory Committee report on the impacts of international students in the UK.
Completing a part-time degree in your late 30s is associated with an increase in lifetime earnings of up to £377,000 in cash terms, a new study commissioned by the Open University shows.
Following encouraging comments from universities minister Sam Gyimah on Universities UK's call for the re-introduction of a post-study work visa, Professor Sir Keith Burnett, the outgoing President and Vice-Chancellor of the University of Sheffield who co-founded the #WeAreInternational campaign with the President of the Sheffield Students' Union in 2012, argues that now is the time for the government to back up its welcoming words for international students with a welcoming policy change.
University UK's annual conference, held at Sheffield Hallam University, kicked off the academic year with speeches and debates on a wide range of burning issues, including Brexit, fees and funding, overseas students, public perceptions of HE, value for money, freedom of speech, and student mental health. HEi-know asked Higher Education Policy Institute Director Nick Hillman, Staffordshire University Vice-Chancellor Professor Liz Barnes, and Lancaster University Vice-Chancellor Professor Mark Smith, to give their personal perspectives on the event and its themes.
Universities must do more to win the public’s trust and battle negative perceptions over key issues such as the value of the courses they provide and their contribution to the UK economy, delegates at Universities UK’s annual conference were told.
Universities which use terms like “number 1” or “leading” in advertisements need to include evidence to substantiate the claims, according to new advice.
The Committees of Advertising Practice, which writes the advertising codes, has issued guidance to the sector following rulings by the Advertising Standards Authority which found that six universities had published “misleading” adverts.
In the short, online guidance, universities are warned that it is “essential” that they hold documentary evidence to substantiate a comparative claim. The information should be accessible to the average consumer, who is unlikely to have sector specific knowledge, and should be included in the marketing material or signposted, it said.
Comparative claims, for example “No.1” or “Top 5”, based on a ranking or analysis by an independent party, should not be presented as “objective facts”, and should be sourced by publishing the name and date of the report or league table results on which the claim is based.
Universities are also told to avoid ambiguous terms such as “modern university” or “prospects”, unless sufficient qualification of their meaning is given.
For instance, an advertisement for the University of the West of London which stated “named as London’s top modern university - and one of the top 10 in the UK - in the Guardian University Guide 2018” was ruled misleading by the ASA, which considered that, in the absence of qualification, the term “modern universities” was ambiguous.
Exaggerated claims may also fall foul of the regulator. The University of Strathclyde was told to change an advertisement which included a headline which stated “We’re ranked No.1 in the UK”, with text below this stating “The Department of Physics at the University of Strathclyde, in the centre of Glasgow, has been rated number one in the UK for research in the REF 2014.”
The ASA found that the University only provided evidence of being ranked as “No.1” for physics research by the Times Higher Education's analysis of the REF 2014 results, rather than directly by the REF 2014 assessment.
Universities UK is now consulting with the ASA on guidance to universities.
A UUK spokesperson said: “Universities take their responsibilities to use data appropriately in advertising and marketing extremely seriously. With a proliferation of university rankings, data and awards now in existence, there is a need for clearer guidelines for universities in how they use this in a way which is clearly understood by students as well as by those working in the sector.
“Universities UK is already in contact with the Advertising Standards Authority and we are keen to work with them on promoting guidance and good practice among our members.”
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