It is like clockwork.

A vertical begins to accelerate and grow at a rapid pace, for whatever reason. Advertisers begin to pure into the space and provide their services in hopes of capturing their piece of the pie. This usually means that some advertisers start crossing the ethics line when trying to generate “leads”. In the education space word on the streets that some of these tactics are going to be addressed in a court of law between buyers and sellers. I will have more on those details when the court case documents are released to the public. In the meantime the government is stepping in to address some of these marketing practices, but of course like the verticals that have gone through this before, are over exaggerating the issues.

It is clear that there should be no incentivized marketing campaigns or messages that make false promises. Those tactics should not be allowed in any lead gen marketing campaigns, however some schools are taking it a bit far by not allowing advertiser to mention financial aid. They are requesting that ALL mentions of “financial aid” be removed.

I understand the core problem and it is not mentioning that financial aid might be available to those that qualify. It is stating that people “will receive” financial aid. The core problem are the marketing messages that make false promises.

It is my opinion that one of the biggest draws for people looking to go to school or go back to school is the possibility of receiving financial assistance. Yes, the actual school and whether or not they offer the proper degree type is high on the list, but unless prospects cannot afford the program or receive assistance they are not going to go back to school. Allowing marketers to answer that questions by saying “You may qualify for financial aid” should be allowed.

But that is my opinion, what is yours? Additionally, if you have insight into the regulation that specifically state that no mention of financial aid is allowed, please show it to us.

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