ASA Adjudication on Regent's College School of Psychotherapy and Counselling Ltd
Regent's College School of Psychotherapy and Counselling Ltd
Regent's College
Regent's Park
Inner Circle
London
NW1 4NS
Date:
15 February 2012
Media:
Internet (on own site), Regional press
Sector:
Education
Number of complaints:
1
Complaint Ref:
A11-169223
Ad
a. A regional press ad that appeared on 16 August 2011 was headlined "DEVELOP THE SKILLS REQUIRED FOR SUCESSFUL CONFLICT RESOLUTION MEDIATION SKILLS COURSE". Text underneath the headline stated "5 day course: provides Accredited Mediator status ... Bar Council and Law Society approved CPD hours: 40 ....Unique psychotherapeutic approach to conflict management ...".
b. A Frequently Asked Questions section of the schools website, seen in August 2011, stated "Who grants the accreditation, and how widely is it recognised? The SPCP grant its own accreditation, just as individual Universities grant their own degrees. Our course has been fully vetted by the Law Society Training Standards and the accreditation has been approved for the purposes of the Law Society's Civil/Commercial Mediation Panel, to which you (if you are a solicitor) may be eligible to apply upon gaining accreditation". Text continued "The Bar Council has also approved the course and recognises the Accreditation. Similarly, the Legal Services Commission recognises our accreditation, and the LSC Funding Code Manual now includes the School's name on the list of approved Mediator Providers, entitling them to 'Legal Aid' funding (see the LSC Manual extract in the brochure). As a result of this, the Judicial Studies Board has included the School's name in the list of Mediator Providers circulated to all Judges and Courts in the UK ...".
Issue
The complainant, a former governor of the College of Mediators, challenged whether the claims in both ads that the mediation training course could provide students with accredited mediator status were misleading.
CAP Code (Edition 12)
Response
Regent's College School of Psychotherapy and Counselling Ltd (Regent's College) stated that the successful completion of the School of Psychotherapy & Counselling Psychology's (SPCP) Alternative Dispute Resolution (ADR) course would lead to official accreditation granted by the school. They stated that this was made clear in the ADR prospectus which stated "The 5 day course adds an Assessment Day and provides students with further mediation experience, leading those who are successful to official Accreditation granted by the School. This will entitle them to be referred to, commercially and legally, as 'fully Accredited (SPCP) Mediators'".
Regent's College believed that the phrase "accreditation" was a standard term which was widely used in the mediation sector and provided a report which reviewed the programmes for Commercial Mediators and which made multiple references to the phrase, and which reported on the mediator 'accreditations' that were available at ten organisations. They stated that the College of Mediators (COM) was also included in the report and stated that this College also used the term in relation to training standards for community and family mediators. They also provided details of other institutions offering Mediator training and certifications and that used the term "accredited" to describe the dispute resolution/mediator courses and/or referred to an "Accredited Mediator" as the resulting qualification. Finally, they stated that they were a Law Society approved provider of Civil and Commercial Mediation and provided a document which demonstrated that this was the case. They also provided a 2010 report for the Civil Mediation Council, which explored evidence for the minimum training standards for commercial and civil mediators and which made a specific reference to the term "accredited" as a term for that standard.
Assessment
Not upheld
The ASA noted the College of Mediation (COM) had ceased to recognise the "accreditation" term as a qualification status because they believed standards within that qualification varied so widely. However, we also noted Regent's College had provided documentary evidence to demonstrate that the term "accreditation" continued to be used widely within the Mediation industry and that the course specifically referred to in the ad was recognised by the Law Society. We further noted ad (a) included the text "Bar Council and Law Society approved" and ad (b) stated that "The SPCP grant its own accreditation, just as individual Universities grant their own degrees" and that Regent's College also provided additional information about who recognised and/or approved the Accreditation (including the Law Society, the Bar Council and Legal Services Commission). Furthermore, we noted an independent review of commercial mediators specifically used the term "accreditation" in relation to the courses examined by the Civil Mediation Authority (CMC) Board in its study of ten organisations that currently offered accreditation training programmes which themselves used the term "accreditation" in their own literature. We considered that Regent's College had demonstrated that the term "accreditation" continued to be used, understood and accepted within the Mediation industry to indicate a qualification status and concluded that the ad provided sufficient information to avoid consumers being misled.
We investigated ads (a) and (b) under CAP Code (Edition 12) rules 3.1, 3.3 (Misleading advertising), 3.7 (Substantiation) and 3.11 (Exaggeration) but did not find them in breach.
Action
No further action required.
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