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Bulletin: 19/5
Batch: 258
Reference: 33985
Product: Education
Advertiser: The Tefl Academy
Influencer:
Agency:
Medium: Online - Company Website
Codes:
ASAI Code 7th Edition: 2.4(c), 4.1, 4.4, 4.9, 4.10, 5.32
Course listings on the UK version of the advertisers’ website included details on two courses, the Online Level 5 TEFL Course and the Combined Level 5 TEFL Course.
“Online Level 5 TEFL Course
WAS £338 - NOW £169!*
• online level 5 TEFL & Grammar Course
• 6-months access to online campus
• Level 5 Ofqual (UK Government) regulated qualification
• Tutor Support from EFL professionals
• Help with fining TEFL jobs abroad
• All for just £169! (was £338) *Offer ends 09/04/2019”“Combined Level 5 TEFL Course
WAS £498 - Now £249!*
• 20-Hour Weekend Classroom TEFL Course
• 148-Hour Online TEFL & Grammar Course
• 6-month access to online campus
• Level 5 Ofqual (UK government) regulated qualifications
• Tutor support from EFL professionals
• Help with finding TEFL jobs abroad
• All for just £249! (Was £498)* Offer ends 16/04/2019”The complainant considered that the advertised special price offers were misleading as the courses were continually offered at a discounted rate with the offer end date being extended each time. The complainant questioned whether the courses had ever been on sale at the advertised “was” price.
The advertisers stated that the offer objected to had been extended past the original closing date which they believed was due to the success of the offer. They also stated that, historically, they had run a range of different offers over time. Having reviewed the Code requirements when the matter had been brought to their attention, they would ensure that any future offers would operate within the guidelines of the ASAI.
Complaint Upheld.
The Complaints Committee considered the detail of the complaint and the advertisers’ response. The Committee noted that the advertisers had stated that the offers had most likely been extended due to their success, however, they had not provided any evidence to show that the courses had been sold at the “was” price. The Committee noted that each advertisement had included an “offer ends” date and they considered that the inclusion of this implied a sense of urgency. The Committee did not consider that extending the dates due to the success of an offer was outside the reasonable control of the advertisers or was unavoidable, however, they welcomed the undertaking by the advertiser to abide by the ASAI Code in future advertising. The Committee considered that the advertising was in breach of Sections 4.1, 4.4, 4.9, 4.10 and 5.32 of the Code.
ACTION REQUIRED:
The advertising should not reappear in its current form. The Committee noted that the advertisers had given an undertaking to abide by the ASAI Code.