SkillsFuture training to be banned from using third-party marketing from Dec 1
However, marketing and promotion are allowed under collaborations with designated intermediaries
[SINGAPORE] Training providers registered under SkillsFuture Singapore (SSG) will be prohibited from using third parties to promote, advertise or market their courses to learners from Dec 1, SSG said on Wednesday (Oct 8).
Under the ban, third-party promoters will not be allowed to approach and advertise courses to individuals or companies through face-to-face interactions, phone calls, messaging platforms such as WhatsApp or Telegram, or other digital methods such as websites or social media platforms. They are also not allowed to make or publish “any representations, whether online, in print, or in person”, about the training providers’ courses to learners.
SSG is taking a “proactive approach” to bar registered training providers from engaging third-party marketing agents to promote, advertise or market courses directly to learners. This aims to ensure that course information is accurate and transparent, safeguard learners’ interests, as well as better help them make informed choices based on course quality and relevance.
The move comes after SSG observed more public feedback on undesirable marketing practices involving third parties over the past year, the agency said, noting cases where third-party agents offering rewards to incentivise course sign-ups, and persuade prospective trainees to enrol in courses they are unqualified for.
“While not widespread, SSG recognises the heightened risk of the public being subject to misrepresentation, over-promising, or undue influence when third parties are involved,” SSG said. “If left unchecked, these bad practices may proliferate, bring the training sector into disrepute, and harm the interests of learners. They may also lead to the compromise of personal data, when third-party agents ask for such data to facilitate course sign-ups.”
Training providers can continue to use in-house marketing for direct outreach after Dec 1.
But SSG also noted that training providers can benefit from working with intermediaries designated by public agencies, such as SkillsFuture Queen Bees and Skills Development Partners, to reach particular segments, and such collaborations may include marketing and promotional activities.
These intermediaries help to curate impactful and relevant training for the companies or professionals, while aggregating demand for the training providers, the agency said. It added that the marketing and promotion under these collaborations “will remain permissible”.
Beyond these designated entities, training providers must write to SSG for approval to use third-party services for marketing and it will be evaluated on a case-by-case basis.
