Addressing Misleading Advertisements by Coaching Institutes in Competitive Exams

Itanagar, India Jul 25, 2026 ALN: Editor,

I wish to draw the attention of the authorities, student bodies, and the public to a pressing issue affecting thousands of competitive exam aspirants across our state: the widespread prevalence of misleading s by coaching institutes.

The coaching industry has grown significantly over the past few years. As more young aspirants prepare for competitive examinations, coaching institutes have become an important part of their journey. While many institutes sincerely guide students towards success, there is also a worrying trend of misleading s that deserves urgent scrutiny.

The competitive exam landscape is highly competitive and often stressful for students. In many countries, including India, the pressure to succeed in these exams is immense, leading many students to seek external help through coaching institutes. These institutes promise to equip students with the necessary skills and knowledge to excel in various competitive exams, ranging from engineering and medical entrance tests to civil service examinations. However, the proliferation of such institutes has also led to a rise in unethical marketing practices.

A common practice is the use of successful candidates’ photographs and names in s, creating the impression that they were regular classroom students of the institute. In reality, some candidates may have attended only a mock interview, a short answer-writing programme, or a one-day workshop. Unless the clearly mentions the exact nature and duration of the course attended, it can easily mislead aspirants and parents into believing that the institute played a much larger role in the candidate’s success than it actually did. This not only misrepresents the effectiveness of the coaching programs but also exploits the hopes and aspirations of students and their families.

Another concerning practice is claiming credit for success in examinations for which no coaching was provided. For example, a candidate may have attended only an assistant engineer (AE) mock interview but was not selected. Later, the same candidate independently qualifies the junior engineer (JE) examination through self-study or guidance from other sources. If the institute advertises that JE selection as its own achievement without clearly disclosing these facts, it presents a misleading picture to the public. Such practices not only mislead prospective students but also undermine the credibility of genuinely effective coaching programs.

There are also instances where candidates request coaching institutes to remove their photographs or names from promotional materials, yet such requests are ignored. Continuing to use a person’s identity for commercial promotion without respecting their wishes raises serious ethical concerns. The right to privacy and consent is paramount, and students should not be subjected to the unauthorized use of their personal information for profit.

The Consumer Protection Act, 2019, along with the CCPA Guidelines for Prevention of Misleading s in the Coaching Sector, 2024, requires coaching institutes to make truthful claims, accurately disclose the course or programme actually attended, and obtain the necessary consent before using a student’s name or photograph. The guidelines also require coaching institutes to obtain the candidate’s explicit written consent after the selection results are declared before using the candidate’s name, photograph, rank, or testimonial for any promotional purpose. Misleading s may amount to an unfair trade practice and can invite action by the Central Consumer Protection Authority (CCPA).

These regulations are designed to protect consumers—students and their families—from deceptive marketing practices that can lead to misguided decisions. The coaching industry has a responsibility to uphold ethical standards in its advertising and to ensure that students are not misled by exaggerated claims of success.

This issue is not about discouraging coaching institutes. It is about encouraging honest and transparent advertising, so that students and parents can make informed decisions. Institutes that genuinely contribute to students’ success have every reason to showcase their achievements truthfully. Transparency in advertising can help build trust between coaching institutes and students, fostering a healthier educational ecosystem.

I appeal to the government departments concerned and the All Students’ Union (AAPSU) to examine this issue, spread awareness about students’ rights under the Consumer Protection Act, and educate aspirants on how to report misleading s. Awareness campaigns can empower students and parents to recognize misleading practices and take action against them.

At the same time, coaching institutes should treat this as a reminder to strictly comply with the law and the CCPA guidelines, failing which the competent authorities should take appropriate action wherever violations are found. Institutes should conduct regular audits of their advertising practices to ensure compliance with legal standards and ethical norms.

Every aspirant invests years of hard work, hope, and resources in pursuit of success. They deserve facts, not exaggerated claims. Transparent advertising will protect students, promote fair competition among coaching institutes, and strengthen trust in the education sector. In an era where information is readily available, it is crucial for coaching institutes to be held accountable for their representations.

Moreover, the implications of misleading s extend beyond individual students. They can distort the competitive landscape by giving certain institutes an unfair advantage over others that adhere to ethical advertising standards. This can lead to a race to the bottom, where institutes prioritize marketing gimmicks over the quality of education and support they provide. A culture of transparency and accountability can help elevate the standards of coaching institutes and ensure that all students have access to honest information.

Ultimately, the goal should be to foster an environment where students can thrive based on merit and genuine preparation rather than being swayed by misleading s. Educational success should be rooted in hard work, dedication, and ethical guidance, rather than in deceptive marketing tactics.

Concerned aspirant,

Itanagar