1. At Prime Endeavours, we are committed to conducting ourselves with integrity and in a manner that will reflect positively on the image of our profession and of our partner institutions as reliable and trustworthy providers of high-quality education and training. This code of conduct underpins the others that follow and encompasses all aspects of our agency’s activities.

  2. We shall promote our agency and our partner institutions in a professional and ethical manner and shall ensure that our business activities reflect best practice. This standard of conduct refers both to ethical behavior (doing the right thing) and to standards of professionalism (doing it well). Best practice means that our business activities shall not be of a kind that might bring discredit on their client(s).

  3. We shall be honest in communicating information about our agency, our partner institutions and potential students in published, oral or any other form. We shall not knowingly or by a failure of professional standards provide or disseminate false, incomplete or misleading information. This standard of conduct is closely related to clause 5 and refers to any information we release on behalf of our client institutions about facilities, entry requirements, admissions processes, course content, fees or any other matter. All claims made by us, our client institutions or students shall be capable of being substantiated. This standard of conduct also applies equally to information we provide about potential students in applications to client institutions and visa authorities. In particular, the information we provide to potential students should be sufficient to enable them to make an informed judgment. The inclusion of the word ‘incomplete’ in this standard is especially important: we will not publish or orally deliver information omit any fact which may reasonably be of material relevance to an international student, where an omission might be construed as being misleading. The accidental production or dissemination of incorrect or incomplete information is likely to be viewed in itself evidence of a failure to adhere to professional standards, except where there is compelling evidence to suggest otherwise. In summary, this standard requires us to provide full, honest and accurate information about client institutions and the courses and facilities they offer.

  4. We shall promote our agency and our partner institutions fairly and without recourse to unfavorable or negative comparisons with other institutions, or otherwise employ unfair or unprofessional practice to damage the interests of other institutions. This code of conduct refers to any attempt we make to gain advantage for their clients by using information about other institutions negatively. Using verifiable data to show the standing of a client institution in relation to others is acceptable, but this practice shall not be executed in such a manner as to discredit other institutions. This means we shall promote products by focusing on the strengths and achievements of our client institutions rather than by making unfavorable comments about competitors.

  5. We shall act at all times in the best interests of students or prospective students as well as our partner institutions. We will offer advice and counseling and provide information to students, and where appropriate their parents, in a manner consistent with this principle. This code of conduct is fundamental to good practice in education marketing and student recruitment. It refers not only to truthfulness and accuracy but also to appropriateness. An example of inappropriate advice would be the encouragement of a student to enter a course of study for which they were inadequately prepared in terms of language proficiency or academic attainment. The code also includes advice or information given to sponsors of students and other such bodies or persons as well as directly to students. Again, the omission of salient information in an effort to secure the placement of a student is likely to be judged as a breach of this code.

  6. We shall conduct ourselves with due regard to the regulatory conditions in the market(s) in which we operate. We shall comply with all applicable national laws, regulations and official policies.

  7. We shall conduct ourselves with due regard to the need for transparency and openness in all our dealings with client institutions.