In 2013 this journal published the paper ‘Integrity in Higher Education Marketing: A typology of misleading data-based claims in the university prospectus.’ It argued that UK universities were using data and statistics in a misleading way in their advertising and proposed a nine-part typology to describe such claims. The present paper describes the subsequent responses in national media and academic writing. It then analyses recent developments in the regulation of university marketing in the UK, where the Advertising Standards Authority has publically rebuked universities and issued new guidance. Rulings against six UK universities are analysed and the paper considers the extent to which the new guidance addresses the nine types of misleading claims. The paper goes on to consider how issues such as this come to be addressed by regulators and what incentives will encourage universities to ensure the integrity of their marketing.

中文翻译：

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高等教育营销的诚信和大学招股说明书中的误导性主张：接下来发生了什么……足够了吗？

2013年，该期刊发表了论文“高等教育营销中的完整性：大学招股说明书中基于数据的误导性说法的类型学”。它认为英国大学在广告中使用了误导性的数据和统计数据，并提出了一种由九部分组成的类型学来描述这种说法。本文描述了国家媒体和学术著作中的后续回应。然后，它分析了英国大学营销法规的最新发展情况，英国广告标准局在该处公开斥责了大学，并发布了新的指南。对针对六所英国大学的裁决进行了分析，本文考虑了新指南在多大程度上解决了九种误导性主张。