Finally, tuition centres in Singapore were called out by Minister Chan Chun Sing for their fear-based tactics in guilt-tripping parents and students to sign up for their classes.
Singapore's tuition culture has always been intense. Parents vie with each other for the best tuition centres in hopes of the best results for their kids. Tuition centres take advantage of this by preying on parents' fear of missing out.
Tuition centres and marketing gimmicks
In trying to appeal to parents and kids, some tuition centres go to really extreme ends to guarantee their clientele. New reward systems and perks have even been created to entice parents.
Chinese Language Centre in Clementi even hosted a Coach bag giveaway for parents. There's a catch though - only if their children have been enrolled at the centre for more than 4 years. Significant level of commitment expected right there.
Beyond just parents, students are also targeted. In 2021, Speech Academy Asia attempted a marketing gimmick by making their promoter dress up as a clown to approach students and parents at schools to hand out tuition centre flyers.
Of course, this received backlash as most young primary school-going students did not take well to it. A police investigation was even launched following numerous complaints of the incident.
Not just physical promotions, tuition centres now tout on social media
In keeping pace with the times, tuition centres have also resorted to online marketing measures such as TikTok videos to promote their classes. However, their gaslighting comments raise eyebrows as to whether these tuition centres really do have the students' best interests at heart or are merely doing it to meet their business KPI.
“I guess we can only help those who choose to work hand in hand with us :) not everyone is suitable”
Achievers Dream Chemistry tuition centre had the cheek to respond to queries regarding suitability of students enrolled by stating - “I guess we can only help those who choose to work hand in hand with us :) not everyone is suitable”. Marketing failed with this less than welcoming response, or do they want to maintain exclusivity?
Regulation to put a stop to excessive marketing?
MOE's awareness on the need for advertising regulation has been lauded by some. However, does this address the root cause of the issue? As long as school exams or tests are prevalent, a strong demand for tuition centres will persist. Cutthroat forms of marketing that coerce parents or students into thinking they need to rely on tuition will prevail.
Regulation is a toothless tiger if there are no repercussions for these tuition centres. Actual enforcement and penalties on tuition centres who do not adhere to ethical marketing ought to be a consideration. What do you think?
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