On this page 8 sections
In short
A coaching institute can show results and toppers if every claim is true and complete. The 2024 guidelines ask for written consent taken after the result, the student name, rank and course shown with the photo, and no promise of guaranteed selection. Keep proof for each claim before you publish.
You can show results and toppers in your ads, as long as each claim is true, complete and backed by proof. India now has specific rules for this. On 13 November 2024 the Central Consumer Protection Authority issued guidelines for the prevention of misleading advertisement in the coaching sector. This guide explains them in plain words and gives you a checklist to use before any ad, banner or post goes out.
What the guidelines do not allow
According to the official release, these are treated as misleading:
False claims about courses, duration, faculty qualifications, fees and refund policy.
False claims about selection rates, success stories and exam rankings.
Promises of assured admission, high scores or guaranteed selection.
Misleading statements about the quality of services, infrastructure and facilities.
False urgency, such as saying seats are limited when they are not.
What you must do when you show a student
Take written consent after the result. The release is clear that consent must be obtained only after the student's success. A line in the admission form does not cover this.
Show name, rank and course with the photo. A face with "AIR 47" is not enough. Say which course the student took with you.
Say whether the course was paid. If the student only took a free test series or an interview session, the ad should not suggest a full programme.
Make disclaimers easy to read. They should be in the same font size as the other important details, not hidden at the bottom.
Why this matters now
These are not rules on paper only. The same release reported that the authority had issued 45 notices to coaching centres and imposed penalties of Rs 54,60,000 on 18 institutes by that date. It also says endorsers must verify the claims they promote, so a teacher or celebrity who appears in your ad shares the responsibility.
Good and bad examples
These examples are made up to show the difference.
| Avoid | Use |
|---|---|
| "100% selection guaranteed" | "42 of our 118 classroom students qualified JEE Main 2026. List available at the centre." |
| Photo with only "AIR 47" | "Riya Sharma, AIR 47, two year classroom programme (2024 to 2026)" |
| "Only 5 seats left" every week | "Batch size 40. Admissions close on 10 April." |
| "Best faculty in Delhi" | "Physics by Mr A. Verma, B.Tech, 12 years of teaching" |
Pre-publish checklist
Is every number in this ad supported by a document we can show?
Does each student shown have written consent dated after the result?
Are name, rank and course shown next to each photo?
Is it clear which students took a paid course and which took only a test series?
Have we removed words such as guaranteed, assured and 100%?
Is the fee and refund information the same as in our fee policy?
Is any deadline or seat limit real?
Where else these claims appear
The rules are about advertisements, and that is wider than newspaper ads. Review these too:
Website banners and results pages.
Google Business Profile posts and photos.
Instagram posts, reels and stories.
Pamphlets, hoardings and standees.
WhatsApp broadcasts to enquiries.
Reviews are a related area. Google says that offering incentives for reviews is treated as fake and misleading content and is prohibited. Ask students and parents for honest reviews, and never trade a discount for one.
Our advice
We suggest a simple habit: keep a results file for each season. For every student you plan to feature, store the scorecard, the consent letter and the course record together. When someone questions an ad, you can answer in minutes. Honest result claims also work better in counselling, because parents can check them.
For the full season plan, read how to plan an admission marketing campaign for a coaching institute. For your profile on Google, use our Google Business Profile checklist for coaching institutes in Delhi. If you want campaigns run for you, see our digital marketing services.
This article is general information, not legal advice. For a specific ad, check the full text of the guidelines or ask a lawyer.
Want your result campaign reviewed before it goes live? Book a free admission marketing call with Sprite Genix and we will go through the claims with you.
