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| Government ad 'ridiculed' for claiming teachers can earn £65,000 is cleared | Government ad 'ridiculed' for claiming teachers can earn £65,000 is cleared |
| (35 minutes later) | |
| A government TV ad that said “great” teachers can make up to £65,000 a year has been cleared, despite 140 complaints that it misrepresented potential salaries. | |
| The TV ad, part of the Department for Education’s Get Into Teaching campaign, featured teachers explaining the attributes that make people good at the job. | The TV ad, part of the Department for Education’s Get Into Teaching campaign, featured teachers explaining the attributes that make people good at the job. |
| It ended by saying that a good teacher “probably makes more than you think”, citing a minimum starting salary of £22,000 to £27,000 and “up to £65,000 as a great teacher”. | It ended by saying that a good teacher “probably makes more than you think”, citing a minimum starting salary of £22,000 to £27,000 and “up to £65,000 as a great teacher”. |
| Related: Guide Dogs ad banned for targeting children | |
| The Advertising Standards Authority received 140 complaints that the claim of earning up to £65,000 misrepresented teachers’ potential salary, with a union claiming it had been “instantly ridiculed” by the profession. | The Advertising Standards Authority received 140 complaints that the claim of earning up to £65,000 misrepresented teachers’ potential salary, with a union claiming it had been “instantly ridiculed” by the profession. |
| The DfE said that it was common practice for ads to show the bottom and top salaries available, and that the £65,000 was an “aspirational figure”. | The DfE said that it was common practice for ads to show the bottom and top salaries available, and that the £65,000 was an “aspirational figure”. |
| Complainants were concerned that the figure was the maximum salary for the highest level of classroom teachers working in inner London. | Complainants were concerned that the figure was the maximum salary for the highest level of classroom teachers working in inner London. |
| Figures provided showed that in November 2014 there were 12,845 teachers who earned £65,000 or more; 485 of those were defined as typical classroom teachers. | Figures provided showed that in November 2014 there were 12,845 teachers who earned £65,000 or more; 485 of those were defined as typical classroom teachers. |
| The ASA noted that the ad depicted a number of teachers conducting classes in subjects such as sciences, Chinese and drama, but did not consider that viewers would infer that the salary information represented a pay scale for classroom teachers only. | The ASA noted that the ad depicted a number of teachers conducting classes in subjects such as sciences, Chinese and drama, but did not consider that viewers would infer that the salary information represented a pay scale for classroom teachers only. |
| “We considered that viewers were likely to understand that the salary information represented a pay scale, from starting salary to an aspirational but achievable salary for ‘good’ or ‘great’ teachers, including those who had progressed to senior or leadership roles,” said the ASA. | “We considered that viewers were likely to understand that the salary information represented a pay scale, from starting salary to an aspirational but achievable salary for ‘good’ or ‘great’ teachers, including those who had progressed to senior or leadership roles,” said the ASA. |
| “We considered that most viewers would understand that the achievement of top range salaries would depend on a number of factors, such as location, responsibilities and competence.” | “We considered that most viewers would understand that the achievement of top range salaries would depend on a number of factors, such as location, responsibilities and competence.” |
| The ASA concluded that the DfE did not mislead viewers with the salary claim and did not breach the advertising code. | The ASA concluded that the DfE did not mislead viewers with the salary claim and did not breach the advertising code. |
| National Union of Teachers deputy general secretary Kevin Courtney said: “At one stage we were quite hopeful that the ASA would uphold the complaint. | National Union of Teachers deputy general secretary Kevin Courtney said: “At one stage we were quite hopeful that the ASA would uphold the complaint. |
| “Considering the advert’s misleading nature, it is therefore quite surprising that they didn’t. | “Considering the advert’s misleading nature, it is therefore quite surprising that they didn’t. |
| “The advert was instantly ridiculed by teachers, and they were right to do so. 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. | “The advert was instantly ridiculed by teachers, and they were right to do so. 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. |
| “Rather than attempting to deceive the public about teaching’s financial rewards, the DfE needs to be addressing the issues that are having a disastrous effect on the profession. | “Rather than attempting to deceive the public about teaching’s financial rewards, the DfE needs to be addressing the issues that are having a disastrous effect on the profession. |
| “Teachers face five more years of 1% headline-pay rises and huge uncertainty because of the chaotic implementation of performance related pay. | “Teachers face five more years of 1% headline-pay rises and huge uncertainty because of the chaotic implementation of performance related pay. |
| “Workload is through the roof, with many hours spent on tasks that have nothing to do with creating exciting lessons.” | “Workload is through the roof, with many hours spent on tasks that have nothing to do with creating exciting lessons.” |
| 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. | 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.” | “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.” |