Elizabeth Fernandez

Marketing compliance is about ensuring that all advertising, promotions, and communications adhere to both federal regulations and institutional standards. The goal, as is the common theme, is to provide accurate, truthful, and non-misleading information to prospective students so they can decide on their own which is the best fit for their goals.

Higher education admissions should not be run like traditional sales. It needs to be transparent and accurate. The regulators hold institutions accountable for their statements. Therefore, statements should be in the catalog and on the website so admissions know what is appropriate and consistent with written material. 

To enroll with integrity at a university means that both the institution and the prospective student approach the enrollment process with honesty, transparency, and ethical conduct. For the institution, this involves providing accurate and complete information about programs, costs, job placement rates, and other critical aspects, allowing prospective students to make well-informed decisions.

Creating a compliant culture that adheres to professional standards is essential for fostering integrity, transparency, and accountability. To build a compliant culture I liked the points made of tying it into an institutions mission, to make sure all employees know that every call can impact reputation and credibility, and to know that the triad is there to ensure students are protected.

This section was probably the most interesting. We do check Do Not Call Lists but to see the extra rules on how long after a lead submits to contact within the time period just shows the nuances that exist. The review of FTC regulations is a priority for my area. There were additional FTC/FCC rules added in 2024, which also impacted this area.

Adopting ethical marketing practices that prioritize honesty over embellishment helps institutions build trust. This includes avoiding misleading claims in promotional materials, comments made by departments (enrollment, FA, and others), as well as what is on the website. It is appropriate to use data and cite where it came from if its a third party. It is why reviewing disclosures annually makes sure all departments can give accurate and relevant information rather then general statements that can get an institution in trouble. 

Acting with integrity is crucial, particularly when it comes to marketing and disclosures. Transparency in these areas not only builds trust with prospective students and their families but also upholds the institution’s reputation and ethical standards.  But what is more, the university can be held liable for any misrepresentations.

I've learned that ethical behavior is foundational to building trust and fostering a positive environment in higher education. It involves not just following laws and regulations but also embracing principles such as honesty, fairness, and respect. By prioritizing ethical behavior and integrity, we can strengthen our institution's culture and ensure that all interactions are compliant and respectful. This commitment not only enhances our reputation but also enriches the educational experience for everyone involved.

Internal audits should be documented and it would be helpful to have a template in place.  I do like the approach to include specific positive and negative items throughout the testing process, even though it may take additional time. Also it must have the seriousness of the level of violation and/or a value identifying the level of risk. Once this occurs, action plans should be implemented and follow up to make sure it occured.

Data security is important, but also to keep in compliance with many federal laws. When a breech occurs, it isn't always just FERPA that is violated, can be others too. It is vital to keep up to date and handle any incidents with caution.