A growing concern in Arunachal Pradesh is the prevalence of misleading advertisements by coaching institutes, affecting thousands of competitive exam aspirants. The coaching industry has grown significantly over the past few years, with many institutes guiding students towards success. However, some institutes engage in misleading practices, such as using successful candidates’ photographs and names in advertisements without clearly mentioning the exact nature and duration of the course attended.
This creates the impression that the institute played a larger role in the candidate’s success than it actually did. Another concerning practice is claiming credit for success in examinations for which no coaching was provided. For instance, a candidate may have attended only a mock interview but was not selected, and later qualifies for a different examination through self-study or guidance from other sources. If the institute advertises this as its own achievement without disclosing the facts, it presents a misleading picture to the public.
There are also instances where candidates request coaching institutes to remove their photographs or names from promotional materials, yet such requests are ignored. This raises serious ethical concerns. The Consumer Protection Act, 2019, and the CCPA Guidelines for Prevention of Misleading Advertisements in the Coaching Sector, 2024, require coaching institutes to make truthful claims and obtain necessary consent before using a student’s name or photograph.
The guidelines also require coaching institutes to obtain explicit written consent from candidates before using their name, photograph, rank, or testimonial for any advertisement or promotional purpose. Misleading advertisements may amount to an unfair trade practice and can invite action by the Central Consumer Protection Authority (CCPA).
The issue is not about discouraging coaching institutes but 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.
The government departments concerned and the All Arunachal Pradesh Students’ Union (AAPSU) should examine this issue, spread awareness about students’ rights under the Consumer Protection Act, and educate aspirants on how to report misleading advertisements. Coaching institutes should strictly comply with the law and the CCPA guidelines, and the competent authorities should take action wherever violations are found.
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 of Arunachal.
