Teaching advert did not exaggerate pay says ASA.

‘A teacher recruitment advert that prompted 140 complaints did not exaggerate teachers' pay, the advertising watchdog has ruled.

The television advert for the Get into Teaching campaign suggested teachers in England could earn up to £65,000.

The government said the advertisement made it clear this salary was subject to eligibility and location.

The Advertising Standards Authority ruled viewers would understand £65,000 to be "aspirational but achievable".

In the advert a male teacher says: "And if you're wondering what else a good teacher makes, it's probably more than you think".

On-screen text then states: "£22k to £27k minimum starting salary... and up £65k as a great teacher."

Complaints to the Advertising Standards Authority said the figure misrepresented teachers' potential earnings.’ - BBC

‘National Union of Teachers deputy general secretary Kevin Courtney called the ruling “surprising” and said at one stage they were “quite hopeful the ASA would uphold the complaint.”   

"The advert was instantly ridiculed by teachers, and they were right to do so,” he said. “It is no surprise that the ASA received over 100 complaints. When only one in a thousand classroom teachers earn £65,000, it is obviously ridiculous for the DfE to give the impression that this is a likely salary.”’ - Independent

‘A DfE spokesman said: "We are pleased the ASA has dismissed the complaint that our efforts to recruit more excellent teachers were misleading. Far from being inaccurate, the ASA has ruled that it is right to say teachers can earn up to £65,000 - as many outstanding individuals do.

"Rather than repeatedly talking down the profession and complaining about initiatives to bring in more top graduates, the NUT should instead be working with us to promote the hugely rewarding career of teaching."’ – AOL Money


Go Back