ASA Adjudication on Metropolitan International Schools Ltd

Ad

A TV ad, for training courses, showed a man who stated “ … I’ve almost finished my plumbing course with Train4TradeSkills. I’ve only got to train for a bit longer and I’ll have industry recognised qualifications … ”. Text on-screen stated “Industry Recognised NVQ Qualifications”. The man also stated “ … I could be earning twenty to forty thousand a year”.

Issue

The viewer challenged whether the ad misleadingly implied that the course would train participants to a standard recognised as fully qualified by the plumbing industry.

BCAP TV Code

Response

Train4TradeSkills said the course did provide the means for plumbers to become fully qualified; they offered NVQ level 2, which was regarded as entry level, as well as level 3, which was necessary to be fully qualified.  Over 80% of their students took up the training with the intention of becoming self-employed; in those cases, participants were legally required to pass only the BPEC Water Supply (Water Fittings) Regulations 1999 module.  Train4TradeSkills said they encouraged a much more comprehensive knowledge; however, that was not mandatory and therefore not every student completed a full NVQ programme.  That was not necessary in the majority of cases. The City and Guilds 6129 Technical Certificate, along with other qualifications that were available, were more than sufficient to become a competent self-employed plumber.  An NVQ, up to level 3 however remained an option for those who preferred to take the employment route.  Train4TradeSkills also submitted an overview of the course, including the NVQ qualifications available, as well as information from a careers advice website that detailed the training required to become a plumber.       

Clearcast said before the script was approved they were shown careers websites that described the skills plumbers required, including NVQ levels 2 and 3; they were also referred to the Train4TradeSkills website, which confirmed that NVQ level 2 was offered along with the option to continue to level 3.  On the basis of that information, they were satisfied that Train4TradeSkills offered industry recognised courses and therefore the ad was not misleading.

Assessment

Not upheld

The ASA noted Train4TradeSkills course overview included the option for participants to continue training until they had completed NVQ level 3, which, we understood, was the level of certification generally recognised by the industry as being fully qualified.  We noted not all participants opted to pursue that level of training but considered Train4TradeSkills had demonstrated that it was nevertheless available.  We concluded that the ad was not misleading.    

We investigated the ad under CAP (Broadcast) TV Advertising Standards Code rules 5.1.1 (Misleading advertising), 5.2.1 (Evidence), 5.2.2 (Implications) and 11.5(a) (Instructional courses) but did not find it in breach.

Action

No further action necessary.

Adjudication of the ASA Council (Broadcast)