1 November 2026 • 6 min read
Edtech ads lean on outcomes: placed students, packages, ranks, "job-oriented" courses. Two documents decide whether those lines are allowed. One is the Advertising Standards Council of India (ASCI) guideline for educational institutions, programmes and platforms. The other is the Central Consumer Protection Authority (CCPA) guideline for the coaching sector, issued on 13 November 2024. This page lists what each one says about job, salary and results claims and what a product or growth team should change in ad creatives and landing pages. It is general information, not legal advice.
The ASCI guideline names universities, colleges, schools, coaching classes and edtech platforms in its first paragraph. It applies on top of ASCI's Code for Self-Regulation in advertising. The version I read carries no printed date; ASCI hosts it in a folder uploaded in May 2023.
The CCPA guideline is issued under Section 18 of the Consumer Protection Act, 2019, which says the Central Authority shall ensure no false or misleading advertisement is made for goods or services. It applies to all forms of advertisements by any person, including an endorser, engaged in the coaching sector. "Coaching" is defined as academic support, imparting education, guidance, instructions, study programme or tuition, and it leaves out counselling, sports, dance, theatre and other creative activities. A "coaching center" is one that coaches more than fifty students. The text does not mention online platforms by name, so an edtech company selling exam preparation or test coaching should assume it could be covered and ask a lawyer.
Five rules matter most.
Guarantees need proof and a disclaimer. An ad may not state or lead people to believe that enrolment will guarantee a rank, high marks, a temporary or permanent job, admission, a promotion or a pay rise, unless the advertiser can substantiate it. The ad must also carry the disclaimer "past record is no guarantee of future prospects", and its font may not be smaller than the claim.
No 100% on abstract claims. Ads may not use a numerical value of 100% for claims that are abstract and not measurable. ASCI's examples are "100% Placement/Job assistance" and "100% Job opportunities/ Job oriented courses".
Placement and pay claims must be recent and backed. Claims about the share of the passing batch placed, the highest or average pay of placed students, enrolment, admissions to renowned institutes, marks and rankings, toppers' testimonials, competitive rankings, faculty size and qualification, foreign affiliation and infrastructure must relate to the latest completed academic year and be supported by evidence.
A placed number needs its denominator. An ad that states how many passing-out students were placed must also state the total number of students passing out from that class.
Testimonials and rankings. Topper testimonials must come from students who completed the programme, exam or subject with the advertiser. A rank claim must give the full name and date of the publication that released the ranking.
Two related rules affect recognition and urgency. An ad may not suggest a course is recognised, approved or affiliated unless it can prove it, a degree that needs recognition must name the authority, and an affiliating institution's name may not be set at less than 50% of the advertised name's font size. Ads also may not create a false sense of urgency or fear of missing out that could raise anxiety among school students or their parents. See the UGC franchise ban page for the recognition side of online degrees.
The CCPA text lists conduct that counts as a misleading advertisement. Among them: false claims about course, duration, faculty credentials, fee and refund policy; false claims about number of selections, rank or success rate; false claims of guaranteed selection, job security, job promotions, salary increase, success at stages of an exam or admission, or that enrolment will ensure a good rank or high marks; and creating a false sense of urgency or scarcity.
It also sets duties. When an ad features a result, it must disclose the rank secured, the name and duration of the course, and whether the course was paid, along with the candidate's photograph. Disclaimers and other important information must be prominent and in the same font as the claim. Courses must be truthfully described as recognised or approved by a body such as AICTE or UGC where that is the case. And a coaching business may not use a successful candidate's name, photograph, testimonial or video without written consent, taken after the selection.
| What the ad says | What the rules point to |
|---|---|
| "100% placement" | ASCI rejects 100% on abstract claims; CCPA treats a false job guarantee as misleading |
| "Average package of X" | Latest completed academic year, with evidence (ASCI) |
| "Y students placed" | Also state the total passing out from that class (ASCI) |
| Topper photo and quote | Student must have completed the programme with you (ASCI); written consent taken after selection, with rank, course and duration shown (CCPA) |
| "Join now, seats going fast" | No false urgency or scarcity (ASCI and CCPA) |
| "UGC-approved degree" | Name the authority and be able to prove it |
The ASCI file shows no issue or effective date, so I cannot say from the document when it took effect. I could not open the PIB notes on CCPA penalties, so this page gives no penalty figures. Whether the CCPA coaching guideline reaches online-only edtech platforms is not stated in the text. Check the current ASCI code and the CCPA notification, and take advice before you run campaigns in this area.
ASCI's guideline gives that exact phrase as an example of a 100% claim on an abstract, non-quantifiable matter, which ads may not make.
Only for the latest completed academic year and with evidence. An ad that states the number placed must also state how many students were in the class.
ASCI requires the line "past record is no guarantee of future prospects" on ads that promise or imply a job, rank or pay outcome, and the font must not be smaller than the claim.
ASCI's is a self-regulation code. The CCPA guideline is made under Section 18 of the Consumer Protection Act, 2019. Ask a lawyer how each applies to you.