FirstCom Academy, a prominent training provider in Singapore, has been suspended for three months (Jan 1 to Mar 31, 2025) following violations of SkillsFuture Singapore (SSG) marketing guidelines.
The violations include:
- Offering 20% referral fees to trainers for bringing in new learners.
- Providing shopping vouchers to course participants in exchange for Google reviews.
- Employing misleading marketing tactics, such as falsely implying SkillsFuture Credits would soon expire.
The suspension affects all Workforce Skills Qualifications (WSQ) courses starting during this period, making them ineligible for government subsidies or SkillsFuture Credit usage.
Details of Marketing Violations
Referral Incentives
An internal email from 2022 revealed a referral program offering trainers 20% of course fees for enrolling new learners. Referrals were considered successful if learners achieved 75% attendance and were marked as “competent.”
- SSG’s Stance: Training providers must not offer rewards for referrals, as it undermines public trust in lifelong learning initiatives.
Incentives for Google Reviews
Both trainers and participants were encouraged to leave positive Google reviews in exchange for shopping vouchers (e.g., S$10).
- FirstCom Academy boasts a 4.9-star rating from nearly 50,000 reviews, using this metric as a key marketing tool.
- SSG’s Stance: Reviews should be unbiased and reflect genuine experiences. Incentivizing reviews breaches professional ethics.
Impact on Learners
During the suspension period:
- No WSQ courses can commence.
- Subsidies for courses starting in this window will be revoked.
- Learners enrolled in pre-suspension courses remain unaffected.
SSG urges affected learners to:
- Contact FirstCom Academy for alternative arrangements.
- Explore similar courses from other SSG-registered providers via SkillsFuture.
FirstCom Academy’s Response
The academy has acknowledged the suspension and announced plans to revise its WSQ course curriculum during the suspension period. However, it declined to provide further comments on the issue.
SSG’s Commitment to Ethical Training Practices
SSG is reviewing its marketing guidelines to ensure clarity and prevent future misconduct.
- Penalties for violations range from warnings to suspensions and terminations.
- SSG emphasizes the need for testimonials to include:
- Trainee details for authenticity verification.
- Transparent representation of the learning experience.
To maintain trust in Singapore’s lifelong learning system, SSG encourages the public to report non-compliant providers at skillsfuture.gov.sg/feedback.
Looking Forward
As a key player in Singapore’s training landscape, FirstCom Academy’s suspension serves as a stark reminder of the importance of ethics and transparency in marketing practices.
Learners are advised to:
- Scrutinize training providers’ claims.
- Rely on unbiased, verifiable reviews when choosing courses.
SSG’s proactive stance ensures that Singapore’s lifelong learning ecosystem remains robust, credible, and aligned with professional standards.
