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 advertisements by coaching institutes.

The coaching industry in Arunachal Pradesh 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 advertisements that deserves urgent scrutiny.

A common practice is the use of successful candidates’ photographs and names in advertisements, 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 advertisement 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.

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.

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 Consumer Protection Act, 2019, along with the CCPA Guidelines for Prevention of Misleading Advertisements 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 advertisement or promotional purpose. Misleading advertisements may amount to an unfair trade practice and can invite action by the Central Consumer Protection Authority (CCPA).

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.

I appeal to the government departments concerned and the All Arunachal Pradesh 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 advertisements.

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.

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.

Concerned aspirant,

Itanagar