1. Document Control
Policy Owner: Principal / Director
Responsible Committee: Management Committee (with Academic Board oversight where admissions standards apply)
Approval Authority: Principal / Director
Effective From: 20/12/2025
Version: 1.0
Applies To: All staff, contractors, agents and third parties involved in marketing, recruitment, admissions and enrolment activity for Equra College London.
2. Purpose
Equra College London is committed to fair, transparent and ethical marketing and admissions practices. This policy sets out standards to ensure that prospective students receive accurate information, are not misled, and are recruited fairly in a way that supports student success and protects the College’s reputation and partner readiness.
3. Scope
This policy applies to:
a. Website content, brochures, adverts, social media and promotional materials
b. Recruitment events, open days and webinars
c. Communications with applicants and prospective students
d. Use of third-party recruitment agents or referrers
e. Admissions decision making and offer communications
f. Fee, refund and contract information provided to applicants
g. Partner-delivered or partner-validated recruitment activity where Equra is involved
4. Principles
The College’s approach is based on:
a. Accuracy and clarity in all communications
b. Fairness and equal opportunity in admissions
c. Transparency about fees, refunds, programme requirements and student obligations
d. Avoiding high-pressure recruitment practices
e. Protecting students from mis-selling and unrealistic expectations
f. Compliance with equality, data protection and safeguarding requirements
g. Alignment with partner expectations where applicable
5. Marketing Standards
5.1 Truthful and accurate information
All marketing materials must be accurate, clear and not misleading. Claims must be supportable and must not exaggerate:
a. Accreditation, validation or awarding status
b. Employment outcomes or salary expectations
c. Course content, delivery mode or timetable expectations
d. Entry requirements or likelihood of admission
e. Scholarships, discounts or “limited time” offers
5.2 Clear student journey information
Marketing must clearly explain:
a. Programme structure and assessment approach
b. Attendance and engagement expectations
c. Support services and reasonable adjustments routes
d. Fees, refund rules and key contract terms
e. Complaint and appeal routes for students after enrolment
5.3 Use of testimonials and images
Testimonials must be genuine and not misleading. Images must be appropriately licensed and used in line with IP and data protection rules.
6. Recruitment Conduct and No Pressure Approach
The College prohibits aggressive or coercive recruitment practices. Staff and agents must not:
a. Apply undue pressure to secure enrolment
b. Misrepresent visa, immigration, funding or sponsorship routes
c. Encourage applicants to enrol where they clearly cannot meet requirements
d. Suggest that enrolment guarantees employment outcomes
e. Use misleading “scarcity” tactics without factual basis
Prospective students should be given time to consider information and ask questions.
7. Admissions Ethics and Fair Admissions
Admissions decisions must be:
a. Based on published entry requirements and evidence provided
b. Applied consistently and fairly
c. Free from discrimination or bias
d. Documented and auditable
The College will ensure that admissions staff understand:
a. Recognition of Prior Learning (RPL) routes
b. Reasonable adjustments for admissions and interviews where required
c. Safeguarding considerations where relevant
d. Applicant data handling requirements
8. Transparency on Fees, Contracts and Refunds
Applicants must be given clear and timely information about:
a. Tuition fees and payment schedules
b. Refund and withdrawal arrangements
c. Cooling-off rights where applicable
d. The Student Enrolment Contract terms
e. Any additional costs (resources, exams, events) where applicable
Information must align with the Tuition Fees, Payments and Refunds Policy and Student Enrolment Contract Policy.
9. Use of Agents and Third Parties
Where the College uses agents or external recruiters:
a. Agents must be formally appointed and contracted
b. Marketing content used by agents must be approved by the College
c. Agents must follow this policy and the Admissions Policy and Procedure
d. Agent activity must be monitored, including complaints trends and conversion patterns
e. The College must be able to terminate relationships quickly where mis-selling risk is identified
Agents must not represent themselves as awarding bodies or make claims beyond what the College has formally approved.
10. Data Protection and Consent in Marketing
All marketing communications must comply with:
a. Data Protection Policy
b. Privacy Notice
c. Website and Marketing Privacy Notice
Prospective students must not be contacted without a lawful basis and appropriate consent where required.
11. Complaints, Concerns and Redress
Prospective students who believe they have been misled or treated unfairly must have access to a clear route to raise concerns. Where concerns arise after enrolment, students may use the Student Complaints Procedure.
12. Monitoring and Quality Assurance
The College monitors ethical recruitment through:
a. Applicant and student feedback
b. Complaint themes linked to recruitment or marketing
c. Review of marketing materials and claims
d. Agent performance monitoring (where applicable)
e. Data monitoring on conversion, retention and early withdrawal patterns
Where risks are identified, the College will take corrective action promptly.
13. Breach of Policy
Breach of this policy may result in:
a. Corrective action and retraining
b. Termination of agent or contractor relationships
c. Staff conduct action under the Staff Conduct policy
d. Reporting to partners where required
14. Monitoring and Review
This policy will be reviewed annually and sooner if partner requirements or regulatory expectations change.
15. Related Policies and Documents
a. Admissions Policy and Procedure
b. Recognition of Prior Learning (RPL) Policy
c. Student Enrolment Contract Policy and Procedure
d. Tuition Fees, Payments and Refunds Policy
e. Student Engagement and Attendance Policy (UK Students)
f. Student Protection Plan
g. Equality, Diversity and Inclusion (EDI) Policy
h. Student Support, Wellbeing and Reasonable Adjustments Policy
i. Data Protection Policy
j. Privacy Notice
k. Website and Marketing Privacy Notice
l. Student Complaints Procedure
m. Third-Party Providers and Subcontracting Policy