1. Meeting the Standards of Registration for Ethical Marketing and Promotion

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1 Ethical and Accurate Marketing and Promotions Policy Mission To ensure that the marketing and advertising of all services and products offered by the Australian College of Applied Education takes place in an ethical and responsible manner Related Documents Outline Standards for NVR Registered training Organisations 2015 National Code of Practice for Registration Authorities and Providers of Education and Training to Overseas Students Meeting the Standards of Registration for Ethical Marketing and Promotion 2. Promotional Materials 3. Use of Nationally Recognised Logos 4. Publishing Promotional Materials 5. Review and Update of Promotional Materials Procedures 1. Meeting the Standards of Registration for Ethical Marketing and Promotion a. There are two key standards that govern ethical promotion practices for ACAE. These are: i. For VET Courses Standard ACAE must ensure its marketing and advertising of AQF and VET qualifications to prospective clients is ethical, accurate and consistent with its scope of registration. 2. ACAE must use the NRT logo only in accordance with its conditions of use. ii. For all International Student Visa Students Refer to The National Code of Practice, Part D, Standard 1 1. ACAE must ensure that marketing of all education and training services is professional, accurate and maintains the integrity and reputation of the industry. b. In ensuring ACAE meets the requirements of the Standards for Registration for ethical marketing and promotion, ACAE undertakes to ensure that: i. It is accurately represented in all materials published in the recruitment, promotion, training/teaching of its products and services to clients. ii. It provides all clients with full details of conditions of enrolment and any other contractual arrangements prior to enrolment. iii. It does not not give false or misleading information or advice in relation to: Australian College of Applied Education Page 1 of 6

2 claims of association between providers the employment outcomes associated with a course automatic acceptance into another course possible migration outcomes, or any other claims relating to the registered provider, its courses or outcomes associated with the course. 2. Promotional Materials a. Text and visuals used in all ACAE promotional materials must be unambiguous and consistent in stating: i. location and proximity ii. Information about ACAE and its history iii. Courses offered and their accredited nomenclature iv. Course pre-requisites and entry requirements or any statements of direct access into other courses of study. v. Course content and duration vi. Resources and facilities vii. Awards and memberships viii. Staff experiences and qualifications ix. Extra curricular activities b. Descriptions of courses offered must clearly distinguish between those which are registered and available to holders of student visas and any courses that are not available to holders of student visas. c. ACAE ensures that its promotional material only claims its courses meet the entry requirements of or are accepted for equivalence by another provider if there is a written agreement between ACAE and the receiving provider. d. All advertisements that refer to accredited courses offered by the Australian College of Applied Education will clearly identify products and services covered within the scope of registration. e. Advertisements will identify nationally recognised products separately from courses recognised by other bodies or without recognised status. f. The names of Training Packages, qualifications or accredited courses listed in advertising materials will comply with the names /titles as endorsed by the National Training Packages or as recognised by the VET Regulator, the Australian Skills Quality Authority ASQA. g. Written permission will be obtained from all individuals used in any marketing or advertising campaigns before any material containing such individual s pictures or words may be published. Australian College of Applied Education Page 2 of 6

3 h. All published ACAE promotional materials including brochures, flyers, advertisements, websites and other electronic media must include the registered details and provider code clearly and prominently as follows: i. Australian College of Applied Education Pty Ltd. ii. National Provider Code 1973 iii. CRICOS Provider Code 01303K iv. Trading As: Australian College of Applied Education or Australian English Language Centre 3. Use of Nationally Recognised Logos a. The Australian Qualifications Framework Logo i. If ACAE wishes to reproduce items in the AQF Second Edition January 2013 or the AQF logo, it requires permission prior to use. ii. iii. iv. As a registered provider, ACAE may use the AQF logo on testamurs and certain publications without prior permission. The AQF logo indicates that the qualification has been quality assured. Every instance the AQF logo is used by ACAE, the Conditions for the use of the Australian Qualifications Framework Logo must be referred to and adhered to. These are available at Conditions-for-Use-July-2011-Reissued-May-2012.pdf b. Use of the Nationally Recognised Training (NRT) Logo i. The NRT logo may be used only as follows: 1. in association with Training Package qualifications or courses accredited by ASQA or ASQA s delegated body in accordance with the Standards for VET Regulators 2011 ii. iii. The national regulator ASQA permits ACAE to use the Nationally Recognised Training (NRT) logo to promote and certify national vocational education and training leading to Australian Qualifications Framework (AQF) qualifications or Statements of Attainment. The following describes a range of situations and conditions for using the NRT logo. 1. Advertisements and promotional information in any medium (print, television, radio, banners, internet, etc) a. Training organisations registered by ASQA or any State or Territory registering/ course accrediting body may use the NRT logo to promote training recognised under the AQF provided that training is within the RTO's scope of registration. Australian College of Applied Education Page 3 of 6

4 b. The impression must not be created that the NRT logo applies to all training provided by the RTO, if this is not the case. The NRT logo cannot be used by an RTO where the training is accredited but is outside the scope of registration of the RTO. Where training is being promoted and does not meet the requirements stipulated in the AQF or is outside the RTO's scope of registration, it must be made clear the NRT logo is not associated with that training. c. Use of the NRT logo is only permitted where there is a direct relationship to an accredited AQF aligned course, Training Package qualification or a course meeting the requirements of the AQF. 2. Student information (brochures, course handbooks, prospectuses, etc) a. When an RTO is promoting the training it offers and wishes to use the NRT logo, its promotional material such as brochures, handbooks and prospectuses must clearly distinguish between nationally recognised training within the scope of registration and that which is not nationally recognised. 3. Corporate stationery, business cards, buildings, training resources and marketing products. a. The NRT logo must not be used on products such as corporate stationery, business cards, building signage, mouse pads, pens, satchels, packaging around products nor learning resources supporting training. 4. Certificates, Statements of Attainment and other testamurs a. The NRT logo must be depicted on all AQF qualifications, Statements of Attainment and certificates relating to courses meeting the requirements of the AQF. These can only be issued by an RTO when the training delivered is covered by the RTO's scope of registration. The NRT logo must not be depicted on other testamurs or transcripts of results 4. Publishing Promotional Materials a. All Marketing and promotional material must be prepared in strict accordance with this policy. b. It is a requirement that all promotional materials are proof-read on at least three different occasions by three different senior staff normally comprising the following: The Marketing and Student Recruitment Manager, The AELC Manager / Director of Studies, one other person occupying the position of Management Committee Member. This check is to be conducted to ensure, compliance with this policy, accuracy and currency of all information and grammatical and spelling accuracy. c. Once the promotional materials to be published have undergone the three person check, circulated DRAFT must be signed by each of them and returned to the Marketing and Recruitment Manager for submission to the Managing Director. Australian College of Applied Education Page 4 of 6

5 d. In addition to ensuring all advertising complies with the Standards as defined for registration and referred to within this policy, as part of the Quality Assurance process, all advertising and promotional materials are required to be authorised by either the Managing Director or the Marketing and Student Recruitment Manager prior to publication. e. Approval is to be completed by way of a sign-off of the final version authorised to be published. f. Only Marketing and Advertising materials approved by either the Managing Director or the Marketing and Student Recruitment Manager prior to publication may be published in the format in which which they are approved. 5. Review and Update of Promotional Materials a. ACAE will review and update all marketing and promotional materials on an annual basis to ensure accurate information is published to agents, employees, sub-contractors and any prospective or current students at all times. b. The update and review of promotional materials must extend to an audit of the following: i. The ACAE website and any associated or linked websites ii. The published brochures and any other promotional materials iii. All documentation used in the promotion and recruitment of students iv. Information provided to recruitment agents c. The annual review and update will include a minimum of the following: i. ACAE s registration status ii. Scope of approved courses iii. Updated legislative and regulatory information about; 1. Standards for NVR Registered training Organisations National Code of Practice for Registration Authorities and Providers of Education and Training to Overseas Students 2007 iv. Updated information on ACAE training venues, resources and facilities v. Current information about staff, their experiences and qualifications vi. Extra curricular activities d. Promotional materials that are considered out-of-date during the review and update process must be reported to the Managing Director. All such materials must be withdrawn from service at the soonest possible time and no later than 30 days from determining that they are outdated. Australian College of Applied Education Page 5 of 6

6 6. Version Control Approved by: Management Committee Date: Approved by: Management Committee April 2014 Australian College of Applied Education Page 6 of 6